A Study on

The Brand Preference for Casual/Sport apparel among the youth in the city of Vadodara.

Research conducted by: Kingshuk Dutta Roll no: 8 T.Y BBA Marketing Division Faculty of Commerce Maharaja Sayajirao University Baroda
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What makes Indias youth worth studying is evident; one of the worlds hottest economies, more than a billion people, roughly half of them between the ages of 15 and 29 years, and rising purchasing power. It is a demographic gold mine for marketers and a case-studyin-progress of democratic capitalism.

Source: Business World, November 2008

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Certificate

This is to certify that Kingshuk Dutta, a student of the BBA Programme, Maharaja Sayajirao University (Faculty of Commerce) has undertaken a research project for the partial fulfillment of his Third Year BBA in Marketing Management.

I certify that he has undertaken Research Project on Brand preference for Casual/Sport Apparel among the youth in the city of Vadodara

I have found him to be dedicated towards the research and has prepared an informative and knowledgeable study paper under my supervision.

I wish him a bright and prosperous future ahead.

(Mr. Kalpesh Shah) Asst Programme Director BBA Programme Faculty of Commerce MSU- Vadodara

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Acknowledgement

It is the duty of the researcher to acquire maximum knowledge and to inculcate the necessary skills along with the completion of the Project Research in order to be more knowledgeable about the research being undertaken. Since the commencement of my project research, I have encountered many people who have helped and guided me all the way. These people deserve a special mention and my project report will be incomplete without acknowledging them. I would like to express my gratitude to Mr. Kalpesh Shah, the Asst. Programme Coordinator at MSU BBA to give me an occasion to conduct a research on my own and get an invaluable firsthand experience of how to go about with a research project. He was also the key source of guidance without which I wouldnt have been able to relate my learnings to what I have studied theoretically in BBA. Mr. Kalpesh Shah has helped me in every possible way to prepare this research project and was a constant supply of motivation and knowledge with regards to the subject matter. It would be dereliction of duty if I do not extend my sincerest thanks to my colleagues and the people who have responded to my questionnaires with an infinite amount of patience. Their Constant presence kept me all the more motivated and eager to learn more and absorb the experience in order to make myself a better individual.
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Table of Contents Sr. No. 1 2 3 4 5 6 7 7 8 9 10 11 12 Title Brand Preference Brand Preference Choice Criteria Strategies for Building Brand Preference The making of Youth Brand Indian Youth and Fashion Qualitative Research Consumer Markets Environment in India for Retail of Apparels Understanding the buying patterns of Consumers SWOT Analysis of the Apparel Industry Industry Snapshot Analysis of the Primary Data Appendix Page no. 6 10 11 26 29 33 36 37 42 47 50 53 95

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Brand Preference
People begin to develop preferences at a very early age. Within any product category, most consumers have a group of brands that comprise their preference set. These are the four or five up market brands the consumer will consider when making a purchase. When building preference, the goal is to first get on the consumers preference sets, and then to move up the sets hierarchy to become the brand consumers prefer the most their up market brand. Gaining and maintaining consumer preference is a battle that is never really won.

Definitions of brand preference are as follows:

Selective demand for a company's brand rather than a product; the degree to which the consumers prefer one brand over another The percentage of people who claim that a particular brand is their first choice.

Preference is a scale, and brands move up, down and even off that scale with and without a vigilante brand management strategy. Pricing, promotional deals and product availability all have tremendous impact on the position of our brand in the consumers preference set.

If all things are equal, the best defense is to make us more relevant to consumers than the competition. The brands potential can only be fulfilled by continually reinforcing its perceived quality, up market identity and relevance to the consumer.

The same branding activities that drive awareness also drive preference. And, while awareness alone will not sustain preference, it will improve the brands potential for building and maintaining preference.

With a great story and a large enough investment, awareness can be attained rather quickly. It takes time, however, and constant revaluation to build brand preference. Aristotle professed,
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We are what we repeatedly do. Excellence then is not an act, but a habit. Attaining and sustaining preference is an important step on the road to gaining brand loyalty.

The ability to generate more revenue, gain greater market share and beat off the competition is the reward given by consumer towards a particular brand.

Brand preference is the Selective demand for a company's brand rather than a product; the degree to which consumers prefer one brand over another.

In an attempt to build brand preference advertising, the advertising must persuade a target audience to consider the advantages of a brand, often by building its reputation as a longestablished and trusted name in the industry.

If the advertising is successful, the target customer will choose the particular brand over other brands in any category.

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Basic communications model for development of brand preference

To better understand the process of brand preference, let's first look at a basic communications model. The five components of this model are sender, medium, filter, receiver, and feedback.

On a daily basis, we are exposed to messages (sender/medium) via our radio, television, billboards, Internet, mail, and word-of-mouth.

Although these messages are pervasive, we continually screen out (perceptual screen) or ignore content that has little or no relevance to us. All messages are coded patterns and sensations colors, sounds, odors, shapes, etc. Those messages deemed recognizable, or a basis for a relationship, are decoded and stored in our memory (filter/screen).

A successful convergence between sender and receiver will result in some type of response to a brand's compelling message (feedback).

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Stored experiences in our long-term memory are connected through a series of nodes and networks. An example could be all the associations you might have with the word Starbucks including coffee, rich aroma, relaxing, sofa, earth tones, etc. As presented by Shultz and Barnes, This node and connection process, called spreading activation, makes every person different (Strategic Brand Communications Campaigns, 1999).

Since we all have different experiences, connections, and relationships, this supports a theory that the consumer, not the organization, owns the brand.

Consumer prefer particular brand because they find it easier to interpret what benefits brand offers feel more confident of it and get more satisfaction from using it and get more satisfaction from using it.

Because of such consumer preference, the brand can charge a higher price, command more loyalty, and run more efficient marketing programmes (e.g. it can spend more retailer incentive and it cost less to launch brand extension) .The brand preference therefore commands a higher asset value.
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Brand Preference choice criteria

There are six criteria choose brand preference. The first three element categorized as Brand building in terms of how brand preference can be built up. And last three elements are known as defensive because it preserved in the face of different opportunity or different brands available in market.

Memorable: - How easily particular brand are recalled? How easily are they recognized? Is this true at both purchase and consumption?

Meaningful:-To what extent particular brand prefer in corresponding category? Does it suggest something about a product ingredient or the type of person who might use the brand?

Likeability:-How aesthetically appealing do customer finds the brand element? Is it inherently likeable visually, verbally and in other ways? Concrete brand name such as Scorpio, Splendor, Maruti 800 etc.
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Transferable: Can the brand element be used to introduce in new product in the same or different categories? To what extent does the brand add to brand equity across geographical boundaries and market segments?

Adaptable:-How adaptable and updatable is the brand element? E.g. Lifebuoy, the largest selling soap brand all over world.

Protectable: - How legally protectable is the brand element? How comparatively protectable? Can it easily be copied? It is important that names that becomes synonymous with product categories. Such as Xerox, Fiberglass.

Strategies for building consumer brand preference

The branding objective:

A marketer's main objective goes beyond a single sale to one customer. Usually the ultimate objective is to build a durable relationship between a specific brand and a particular customer group, to create a strong bond between brand and buyer! Whether it is between parent and child, friends, lovers, or consumer and brand, bonding is a process; not so much of war among rivals, but of courtship between suitor and beloved.

Unlike a single seduction or conquest, the courtship process includes identifiable phases such as introduction, familiarity, then preference, and finally, if successful, a loyalty that excludes relationships with rival suitors.

Advertising and promotion provide the introduction and familiarity. The next two steps i.e. building preference and loyalty are a bit stickier. A few good moves can win the day, but too many bad ones along the way will lead to rejection and failure. So the effective marketer, like the successful suitor, needs a good, sound game plan.
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Consumer buyers almost always approach the marketplace with a well established set of tastes and preferences. Very rarely do they make completely spontaneous impulse purchases.

The vast majority of times, even their unplanned and unanticipated purchases are strongly influenced by pre-existing tastes and preferences. In a very real sense, marketing and promotion constitute a battle for the minds of consumers.

While direct competitors strive to outdo one another to winning greater brand preference and loyalty, there is also rivalry between producers and marketers in very different industries, promoting very different kinds of goods and services. Virtually every advertiser competes with every other to rise above the clamor and gain the attention and interest of the buying public and the consumers.

This means that virtually everyone who promotes and markets to them should be concerned with how consumers develop their likes and dislikes, so that they can instill strong, favorable, positive preferences for their brand.

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Six modes for building brand preference

Perhaps the first and most important question to ask is ``How will my prospective consumers develop their preferences for my brand?'' If we know the answer to that question, then we can help them build the kind of preference that will ensure greater patronage and loyalty.

Consumers do not develop a preference for M&Ms candy in the same way as they develop a preference for Maytag washing machines. They do not prefer a BMW over other makes of cars for the same reason that they prefer Budweiser over other brands of beer.

Consumer tastes and preferences for a product or brand might be built through one or more of six distinct modes: Need association: the product or brand is linked to one need through repeated association.

Mood association: the mood is attached to the product or brand through repeated association.
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Subconscious motivation: Suggestive symbols are used to excite consumers' subconscious motives.

Behavior modification: Consumers are conditioned to buy the brand by manipulating cues and rewards.

Cognitive processing: Perceptual and cognitive barriers are penetrated to create favorable attitudes.

Model emulation: Idealized social lifestyle models are presented for consumers to emulate.

These six modes are derived from the leading theories and perspectives on human learning that have evolved in the fields of psychology and social psychology. Need association and mood association are most closely linked to what is commonly called ``classical conditioning'.

Subconscious motivation is derived mainly from the work of Freud and his disciples while behavior modification has its roots primarily in the behaviorist learning theories of Skinner and his followers. The cognitive processing mode leans heavily on the information processing models so thoroughly presented and studied by cognitive psychological theorists.

Finally, model emulation finds its foundation in social psychology and sociology, specifically in theories of the socialization process, social influence, and social role playing and meeting the expectations of others.

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Need association
American advertisers quickly adopted need association when the work on classical conditioning by the Russian physiologist Pavlov was first publicized in the USA during the 1920s. The essence of this simple brand preference-building mechanism is merely to present the product or brand name and a particular need, simultaneously and repeatedly.

Constant repetition is the key. Those exposed to such conditioning eventually learn to associate the brand with the need.

Advertisers who adopted this strategy abandoned the use of long, elaborate messages in favor of many, very brief messages delivered on a saturation schedule. Nor were they concerned about wear-out, since consistent repetition was important.

This simple brand preference-building mode was (and still is) effective for creating brand name awareness, but of course it does very little else. Thousands of brief name/need pairings may cause the brand name to come to mind every time the need arises for the consumer, but it says very little about how effectively the brand will satisfy the need.
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Consequently, few advertisers depended exclusively on this mode. Today, the advertisers and promoters of consumer goods seldom depend very heavily on this simple brand preferencebuilding mode. Slogans and jingles receive less attention and they tend to be changed much more frequently.

When need association is used in contemporary advertising, its main objective is usually to build brand recognition when new brands of small ticket, frequently purchased goods are initially introduced. Yet some marketers manage to make need association work for them throughout the life cycle of the product, simply by including a reference to the need right in the logo or the brand name, itself.

Mood association
Associating a mood with a need quickly followed on the heels of need association. The objective of mood association is to imbue the product or brand with a positive aura, and it remains a popular consumer preference building technique today.

The mechanism is basically the same close association as the result of repeated, simultaneous presentation. But rather than associating the goods or services with the needs they are to satisfy, mood association requires the brand name to be associated with a particular form of pleasant hedonic state leisure, recreation, relaxation, achievement, companionship, or some such condition.

Imparting pleasant moods and feelings to a product or brand requires more than just a few words. It cannot be done with hundreds or thousands of very brief, simple messages. But it does imply consistency and repetition.

A single pairing or even a few such pairings of the brand with the mood would not be sufficient to cause the audience to associate the feeling with the brand. It takes many such presentations. Nor does this preference-building mode work without consistency.
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It would not prove effective if the brand was paired with several, distinctly different moods or with one type of feeling in one message and a different type in another.

Today, mood association continues to be a popular method for building consumer preference for many brands of small-ticket, frequently-purchased consumable goods beer, soft drinks, candy, or greeting cards as well as for some brands of consumer services. Slogans that strongly suggest a certain feeling are supplemented by advertising messages that convey the same basic mood.

Subconscious motivation
During the 1950s and early 1960s, Freudian psychoanalytic theory captured the attention and interest of many in the advertising community. They adopted the view that many, if not most of the consumer drives and motives that underlie preferences reside in the id, deep within the subconscious mind. Thus consumers would not consciously know exactly why they entertained a given preference, and could not possibly express their true motives, even if they were disposed to do so.

``Motivation research'' was required to discover subconscious desires, and the only way to build consumer preferences was to stimulate subconscious drives.

This complex scheme required the advertising message to accomplish two things: first, the appropriate words and symbols had to be included to excite hidden drives and desires. Second, the product or service was offered as a surrogate for the actions that were inhibited by the consumer's super ego.

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Since consumers were prohibited from expressing their innermost urges and desires directly, they could express them symbolically through the purchase and consumption of goods and services.

Unlike need association and mood association that are both confined to promotion of small-ticket consumable goods, preference-building through subconscious motivation was viewed as applicable to large- and small-ticket items alike.

So the grills, fenders and hoods of automobiles took on shapes and dimensions that the uninformed often regarded as peculiar, indeed, just as the hand movements of a woman kneading dough in a television commercial formed some rather provocative shapes and curves. Meanwhile, the reactions of skeptics ranged from amusement to outrage.

Behavior modification
Springing from the work of the psychologist Skinner, behavior modification through instrumental conditioning first caught the attention of marketers and advertisers in the 1950s. The four main elements of a behavior modification program are: Drive

The stronger the drive, the more quickly and completely the conditioning will be. The consumer may not respond on cue when there is no drive whatsoever. Cue

The cues should be as distinctive as possible. If they are not, consumers might generalize them to other responses, such as purchasing another brand. Response

The easier it is for consumers to respond, the more likely they will be to do so. If the price is too high or the purchase or use is too difficult, they may not buy it.

Reinforcement
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The reinforcement should be a strong, positive reward the stronger the better. If they are punished, they are likely to learn not to buy or use the product or brand.

Basic consumer needs such as hunger or thirst typically comprise the drives with which marketers work. Such marketing stimuli as advertisements, signs, logos, or packages constitute the cues. The responses that are to be conditioned by marketers consist mainly of purchase and/or consumption.

The reward (or possibly the punishment) that results for the consumer provides the reinforcement.

In this behaviorist model, learning is defined as: the increase in the probability of response (purchase) on cue as the result of previous reinforcement.

In simple terms, a hungry (drive) consumer may notice a package (cue) of snack food at the check-out counter, buy and eat the snack (response), and find it very tasty and satisfying (reinforcement). If so, the probability that this person will buy the same thing on a subsequent, similar occasion will increase. Each time it happens, the probability of purchase will increase until the individual has developed a strong brand preference.

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Cognitive processing
The more important the purchase is to the consumer, the more likely the buyer's preferences will result from cognitive processing. This brand preference-building mode is most likely to apply to conscious choices where the buyer is highly involved in the purchase decision process.

Those who market large-ticket consumer products such as cars or appliances and those who provide and sell important services such as medical care or higher education use advertising and promotion to create positive attitudes toward their products or brands. These attitudes are composed of two main parts: The consumer's knowledge or beliefs about the product Their positive or negative evaluations of it.

Knowledge and beliefs are created by informative messages. But such advertising or promotion has to overcome several, strong communications barriers:
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Selective exposure: Consumers choose the media to which they are exposed, so only part of the audience will be exposed to any message.

Selective attention: Despite exposure to a message, some consumers will merely ignore it, rather than paying attention to the message.

Selective perception: Even when paying attention, some of the elements will be ignored, some will be distorted, and some will be added.

Selective retention: Some or all of the information that is perceived will be lost almost immediately, rather than being retained in memory.

Selective recollection: At best, only part of what has been retained may be remembered later, and perhaps no information will be recalled.

Selective application: Rather than applying the information that was recalled, the consumer may ignore the recollection and act differently.

Only a small part of the information actually gets through intact. To penetrate these communications barriers, advertisers use media that will reach their target audience, with sufficient frequency to provide repeated exposure.

The messages may use devices such as novelty, humor, or even satire in an attempt to gain the audience's attention. The grammar and vocabulary of the messages are designed for easy perception and comprehension.

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Model emulation
People learn far more by emulating models than in any other way. Yet most people would probably be surprised at that statement, and many would probably take issue with it. We are all more aware of cognitive learning thinking and studying than any other kind.

In fact, we learned the vast majority of our behavior by emulating others when we were very young children, including speech, gestures, and everyday behavior, as well as what is good and bad, right and wrong, desirable and undesirable.

Even as adults we still depend very heavily on this kind of learning, especially when we are thrust into an unfamiliar situation or role. Your first impulse (and probably the most effective approach) would be to look around at others who were familiar with the situation and simply do what they do put another way, model emulation.

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This mode of building consumer brand preference has been used very heavily for a long time by those who market and promote consumer goods and services. Virtually every ``slice-of-life'' advertisement implicitly depends on the audience's ability and willingness to emulate the model presented in the ads. Many advertisements that include celebrities, movie or television stars, famous athletes, or other prominent personalities also depend on the consumers' tendency to emulate such famous models.

Model emulation is attractive to consumers because it is a simple, easy way to make a choice. In effect, the buyer is letting someone else study the product or service alternatives and do the evaluation for them.

When consumers emulate models the only choice they have to make is which models to emulate. Given the increasing number of choices available in the marketplace, this method of choosing among alternatives is very economical and efficient.

Yet this method for creating consumer preference has become increasingly ineffective. To be effective, most of the consumers in the market have to be willing to emulate the models that marketers present. But as the buying public becomes more and more diverse, it becomes increasingly difficult to find suitable models that most potential buyers are willing to emulate.

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Choose your weapons

Each of the six consumer preference-building methods outlined here requires a particular kind of product, pricing, promotion, and distribution. The choice depends partly on the nature of the branded product or service itself, and the extant or ``given'' aspects of the marketing mix. The strategy selection guidelines contained in Table I provide an outline of the requirements and prohibitions for selecting a given strategy based on the product or service characteristics.

Need association Product: Frequently purchased, routinely used Pricing: Relatively small ticket, competitively priced Distribution: Extensive, easily available, conventional outlets Promotion: Short-message, saturation, highly repetitive Life cycle: Early stages, typically to create awareness

Mood association
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Product: Frequently purchased, routinely used Pricing: Relatively small ticket Distribution: Easily available, conventional outlets Promotion: Affect-laden, vivid media, highly consistent, repetitive Life cycle: both introduction and retention at maturity

Subconscious motivation Product: Highly symbolic, socially visible, sexuality-related Pricing: Moderate to expensive goods, often premium priced Distribution: Selective, compatible outlet ambiance Promotion: Visual and pictorial, with suggestive symbols Life cycle: from introduction through early maturity

Behavior modification Product: Frequently purchased, viscerally rewarding impulse goods Pricing: Relatively small-ticket for small unit sizes Distribution: Very extensive, very easily identified and available Promotion: Short, highly repetitive, cue-laden messages Life cycle: From introduction through late maturity or decline

Cognitive processing Product: Complex, durable goods Pricing: Typically large-ticket goods, popular to prestige pricing Distribution: Outlets providing sales support and/or demonstration, trial Promotion: Selective media, substantial message content Life cycle: Late introduction through late maturity

Model emulation Product: Often socially visible, sometimes symbolic goods

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Pricing: Medium-ticket goods, popular to prestige pricing Distribution: Selective to extensive, depending on production and price Promotion: Demonstrational, with celebrity or audience-similar models Life cycle: from introduction through early maturity

Finally, the characteristics of the target market, the company's experience and expertise, and executive preference should influence the selection of a strategy for building consumer brand preference. In an increasingly frenetic marketplace, successful development of brand preference rarely results by chance. Rather, it calls for a deliberate choice of strategy followed by intelligent implementation and patient, persistent execution.

The Making of Youth Brands

India is a predominantly young nation when compared to countries like the USA and the UK with 55% of its population falling in the youth bracket. About 450 million individuals in India are estimated to be below 20 years of age. 105 million in the age group of 15-19 are already in their early years of discretionary consumption.

It is these Generation Xers who are contributing heavily to the rapid change in the Indian economy and are fast becoming the darling of India Inc. The proliferation of the foreign television channels like MTV and other movie channels have exposed the Indian youth to the western style of living and thought in a big way.

The emergence of English as a common language and the importance attached to it in the Indian society have also been found to yield rich dividends not only in the context of the careers of the Indian youth but also it has indirectly made a marketers task of successfully targeting this segment a lot easier.
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The underlying factor making Generation Y an ever attractive demographic is its growing purchasing power. The trend is being fuelled by higher disposable incomes resulting from more generous allowances and teens opting to work part-time during schooling, less reliance on parents to make purchases, and heightened media awareness. Across various industries, it has been found that successful marketers do not predict any fashion or trend while targeting the youth; rather they follow the segment diligently. They identify the opinion leaders, identify with them and make an effective attempt to understand what excites them.

Accordingly, they position their products or services. Successful marketers incorporate specific elements in their product mix, communication and branding strategies such that they effectively target both the Coconuts and the Cappuccinos sub-segments of the Indian youth [Exhibit I] or else relevantly appeal to either one of them.

Though various brands in India are increasingly focusing on the urban youth by designing their product and strategy mix attuned to their lifestyles and attitudes, they have so far made very little attempt to reach out to the rural youth.

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Though there have been instances of youth brands like Pepsi, Coke and mouth fresheners like Chlor Mint and Mint o Fresh featuring rural settings and rural youth in some of their campaigns, overall, such efforts have lacked consistency. Though the Tier 4 of the economic pyramid doesnt allow the marketers to pursue margins but they hold enough zing for the marketers in terms of volume and capital efficiency. The youthcentric marketers need to radically rethink about strategies to effectively explore the potential offered by the youth at the bottom of the economic pyramid as that can prove to be an ideal source for their long-term sustainability.

The brands need to create buying power, shape aspirations, improve access and tailor local solutions if they are sincerely interested in seeking greater profits. They need to redesign their product/service mix along with their branding strategies such that they make themselves equally relevant to both the urban as well as the rural youth.

There have been success stories in the Indian market where a brand has been at the forefront to understand the needs and wants of the youth. They have offered innovative solutions and designed relevant and appealing branding strategies in their language and then there have been brands that have continued with their decade old style of working and simply trying to transplant strategies that have worked in other countries.

The youth market is the hottest proposition for the Indian marketers and so they need to make that connection with the segment through relevant communication strategies. Unless India Inc. make a more sincere effort of understanding and identifying with the youth, its quite unlikely that the youth will listen to them.

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The Indian Youth and the Fashion Brands

Consumers are evolving entities. Their aspirations & expectations are continuously changing. Todays shoppers are more intelligent, discerning & tuned to their individual preference. They are increasingly fashion and brand conscious and select labels which define who they are or who they want to be. The biggest challenge for all the brands is to create loyal consumer who love them. Shoppers Stop Ltd

India represents an economic opportunity on a massive scale, both as a global base and as a domestic market. Indian consumer markets are changing fast, with rapid growth in disposable incomes, the development of modern urban lifestyles, and the emergence of the kind of trendconscious consumers that India has not seen in the past.

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Apparel and fashion industry in India is in its growth stage. Using consumer sales promotion to differentiate ones offer has become an order of the day in matured urban markets. More and more budget is allocated to these activities in order to the lure the consumers.

In such a scenario, it is very essential to study how consumers make their choices in Apparel & Fashion category where there are several brands in the consideration set of a consumer. The financial risk being high consumers do switch from one brand to another due to sales promotion offers and personal comfort zone.

Hence it would of interest to a marketer to learn about the consumer preferences with respect to sales promotion offer; what schemes do consumer prefer for what kind of brands, which media do they prefer to know about the brand, product, and related schemes, who prefers the branded apparel and fashion products, the price range of the fashion products. These are the questions which consumer considers while choosing a brand.

Brands build customer loyalty by delivering excellent value no matter the price point-high, low, or medium. Value includes styling, durability, quality fabrics, and consistent fit. To the consumer, a brand name represents familiarity, consistency, and confidence in performance. Brand names when linked with lifestyle, self-expression, and aspirations epitomize intangibles that are desirable to the consumer.

Todays global apparel environment is tougher than ever for brands. There are many reasons for the emergence of this challenging climate;

A proliferation of brands

Fierce competition from retailers acting as brands

Smarter consumers

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The consolidation of department stores

Mass retailers redefining themselves

Luxury designers creating for mass

The demand for luxury goods

The growth of the discount sector

All of this adds up to one stark fact: those brands that break through the noise and communicate their message to the consumer directly and clearly in a way that means something to them. Rising costs of living around the world cause consumers to stretch their incomes more thinly, meaning necessities are being weighed against apparel.

Fashion must have value and purpose and truly resonate to the consumer. Strong brands with consistent powerful messages can create loyalty and a sense of worth that transcends the burden of choice.

The understanding of consumers desires, behavior, and of purchase process of fashion products is extremely important to design products collections as well as to placement of these products in market.

The market of fashion products is highly competitive market whose main characteristics is the similar positioning of a large number of brands and, in this respect the brands image developed by marketing communications can influence the adoption process of the products.

This process, the marketing stimuli, a side with the intention to influence the purchase decisions must transmit similar messages in all communication support. The harmony of this complex
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process must consider such aspects as the brand awareness and the brand image, both determined by the characteristics of consumers perception.

The image is a mental representation of the brand or product attributes and benefit. It is a multi dimensional phenomenon that depends on the perception of those attributes and benefits. In fashion products, both mental representation and its perception are built in a continuous way, and developed through the image of fashion transmitted by each seasonal collection and by all activities of marketing communication.

The overall effect of fashion product branding depends on the integration of all the components of the marketing communication plan, including visual merchandizing, with the product design. All these three elements have an impact over the adoption process and a similar final goal: to influence the purchase option of fashion products through the satisfaction of a certain fashion image demand.

This system reinforces the need to develop of the brands image considering the implications over the brand identity and awareness of what confirms the importance of fashion products branding. The brand may benefit from a greater reputation and higher proximity to its buyers if the design of each collection takes in consideration the following aspects:

In order to keep or develop the value of the symbolic speech of the products, the brands image management should be focused in one particular style;

The consumer buys or uses fashion products of different types and styles;

An effective fashion image developed through the seasonal collections, allows the brand to achieve image coherence and to capitalize on it in the market by building global brand.

The adoption process of fashion products reflects the great influence of the image of fashion that it transmits as well as its inherent identification potential (social, cultural and economic), besides
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its basic functions to protect the body. Recognizing this, consumer searches for fashions that more nearly fit his/her own needs and wants, rather than those of the idealized people who in the past have appeared in advertisements and commercials.

Qualitative research
It is necessary to assess the strength as well as understand nature of the brands equity relative to competitive brands, and to track it over time. Assessing the strength of brand equity according to Richard Elliot & Larry Percy can be done by finding Brand awareness & salience, Brand preference and Brand users.

Brand according to the American Marketing Association is A name, term, sign, symbol, or design, or combination of them, intended to identify the goods and services of one seller or group sellers and to differentiate them from those of competitors. Branding thus is a means to distinguish one product from another and these differences may be functional, rational, or tangible related to product performance of the brand.

Brand equity is added value endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share,
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profitability that the brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm.

Customer based brand equity can be defined as the differential effect that brand knowledge has on the consumer response to the marketing of that brand. Positive customer based brand equity is when consumer react more favorably to a product.

Brand knowledge consists of all the thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand. In particular, brands must create, strong, favorable, and unique brand associations with customers, for example Ruf & Tuf jeans were introduced as youthful and sturdy brand.

Brand Equity model Aaker Model Professor David Aaker views brand equity as a set of five categories of brand assets and liabilities to a brand that add to or subtract from the value provided by a product or service to a firm and/or to that firms customers. These categories of brand assets are:

1. Brand loyalty

2. Brand awareness

3. Perceived quality

4. Brand associations

5. Other proprietary assets such as patents, trademarks, and channel relationships.

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Brand resonance model: The brand resonance model also views brand building as an ascending, sequential series from bottom to top:

Brand Salience relates to how often and easily the brand is evoked under various purchase or consumption situations. Brand performance relates to how the product or service meets customers functional needs.

Brand imagery deals with the extrinsic properties of the product or service, including the ways in the brand attempts to meet customers psychological or social needs. Brand judgments focus on customers own personal opinions and evaluations.

Brand feelings are customers emotional responses & reactions with respect to the brand. Brand resonance refers to the nature of the relationship that customers have with the brand and the extent to which customers feel that they are in sync with the brand.

Brand awareness reflects the extent to which people can either remember or recognize a brand. When people think about brands in a product category, those come to mind represent recall brand awareness; they are recalled based only upon a category cue. If someone is shown a list of brand names or pictures of packages, those that can be identified represents recognition brand awareness.
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Brand salience depends upon awareness, but reflects the relative strength of that awareness in relation to the target markets awareness of other brands in the category. This relationship will be reflected in the relative relationship between what is known as top-of-mind awareness and all the other brands in the category of which someone is aware. Brand preference, like brand salience, can be an indicator of the strength of brand equity. Brands that are preferred are likely to enjoy greater equity than those that are not. Preference for a niche brand may be high in its market segment, but relatively low in the market as a whole. Brand users or category understanding is one of the primary function of quantitative research and specifically users of a brand vs. users of competitive brands. Based upon this, one is able to profile various user segments.

Consumer Markets KPMG report

Indian consumer markets are changing fast, with rapid growth in disposable incomes, the development of modern urban lifestyles. Indian consumers are becoming increasingly sophisticated and knowledgeable about products; media channels that allow companies to communicate with consumers are growing in diversity and reach.

Foreign brands remain very powerful in India, especially in clothing and personal care products, but increasingly brands have to be associated with value.

Indias consumer markets are unique. India has more people living in poverty than any other country. Its population is less urbanized than almost every other comparable economy. Literacy rates are lower than in most Asian competitors and income is less well distributed across the

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whole population than in most Asian competitors. The market is also highly regional. A patchwork of cultures and languages, federal India also has a highly uneven pattern of wealth.

Average state incomes in Punjab, Gujarat and Maharashtra are around five times the level in Bihar, for example. Some urban areas continue to be richer on average, while large rural areas of Bihar, Jharkhand, Uttar Pradesh and Orissa are officially destitute.

According to recent data from Indias Marketing White book by Business world India has around 208 million households. Of these only a little over six million are affluent that is, with household income in excess of INR215, 000. Another 75 million households are in the category of well off immediately below the affluent, earning between INR45, 000 and INR215, 000.

Environment for the apparel and retail sector in India AT Kearney Report
According to the 2008 AT Kearney Global Retail Development Index - India continues to be among the most attractive countries for global retailers. At 511 billion $ in 2008, its retail market is larger than ever and drawing both global and local retailers. Organized retail which still accounts for less than 5% of the market, is expected to grow at Compound Annual Growth Rate (CAGR) of 40% from 20 Billion $ in 2007 to 107 billion $ by 2013. Indias overall retail sector is expected to rise to 833 Billion $ by 2013 and to 1.3 trillion $ by 2018, at a CAGR of 10%.

Consequently, as a democratic country with a high growth rates, Indias retail market opportunity is unchallenged. Consumers spending has risen sharply as the youth population

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(more than 33% of the country is below the age of 15) has been a significant increase in its disposable income. In the past 4 years alone consumers spending rose an impressive 75%.

But challenges have emerged that could potentially slow the pace of growth for new global entrants stifling regulations, soaring real estate costs and fiercely competitive domestic retailer groups. In addition, shopping mall projects are running resource constraints that are delaying completions and destructing many retailer entries strategies. Global retailers, hungry to enter this market, continue to frustrate by restrictive government regulation.

Under Indias current laws which the government relaxed somewhat in 2006, single brand retailer can own a 51% majority stake in joint venture with a local partner. Such relaxed regulation does not extend to multi brand retailer such as Wal-Mart, Tesco and Carrefour, which must operate through franchise or cash & carry wholesale format. Accordingly, Wal-Mart recently joined forces with Indian telecom giant Bharti enterprises. Bharti will own retail shop under the Wal-Mart franchise and Wal Mart will operate logistic, procurement and storage activities.

In the past couple of years, numerous retailers including the SPAR group, Carrefour, Marks & Spencer and Nautica have entered the market. Earlier entrants, including Wal-Mart and Metro, have plans for a blitz across the country. Tesco and Kroger will feel additional pressure as the situation grows more competitive.

Local hypermarket retailers are moving aggressively to get ahead of further loosening of foreign investment regulation. Taking their cue from success of hypermarket in china local retailer such as Pantaloon, the Tata groups Trent, RPG enterprises, K Raheja Corporation and Reliance have all taken an early lead due to ambitious expansion plans. Season business such as Reliance & Aditya Birla are locking at the upstream value chain (farms, logistics and storage) to better their positions once they begin competing directly with the likes of Wal-Mart.

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As the retail industry in India matures, companies are pursuing new business models. For example, Reliance restructured and is now pursuing joint venture opportunities with international retailers such as Office Depot, Marks & Spencer and Neiman Marcus.

The industry is also beginning to consolidate with Aditya Birla acquiring Trinethra Super retail, the Wadhawan Group acquiring small regional retailers, and Actis investing in the supermarket chain Nilgiris. The real estate costs are prohibitive and the cost to acquire to train and retain workers has increased as more lucrative work opportunities emerged.

Although the workforce continues grow rapidly (with more women and farmers entering), it cannot keep up with the growth across all the business sectors in India. Still, large retail outlets hold a strong appeal for customers even though they place Indias 4 million to 6 million momand-pop shops at risk. This is causing concern over the pace of change and could be another speed bump on the road to Indias 1.2 billion consumers.

The Global Retail Apparel Index 2008

Rank Country Absolute market size 1 2 3 4 Brazil China India Turkey 45 % 74 % 57 % 29 % 33 % 22 % 37 % 37 % 42 % 36 % 31 % 59 % 48 47 47 46
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Growth prospects

Consumer affluence

Score

5 6 7 8 9 10

Chile Romania Argentina Thailand Russia UAE

22 % 21 % 21 % 22 % 52 % 31 %

47 % 54 % 44 % 25 % 22 % 42 %

44 % 34 % 39 % 57 % 39 % 28 %

46 45 41 40 39 38

AT Kearney Retail Apparel Index analysis evaluates more than 30 apparel markets to identify the top 10 countries in terms of market size, growth prospects and consumer affluence.

The retail apparel index is comprised of market indicators 55% and growth indicators 45%. Market indicators include total clothing sales and imports, total and youth population & clothing sales per capita. Growth indicators include total clothing sales, compound annual growth rate (CAGR) in clothing imports and clothing sales per capita, population growth and CAGR of GDP per capita.

Within each metric, a country is assigned points based on its value on the metric against the largest sample.

For example, China has the largest total sales at $ 93.5 billion, so its scores 100 points in the metric scale, Brazil has $ 76 Billion in total clothing sales, so it scores 81.4 points (76 divided by 93.5 times 100) Apparel is Indias second largest retail category (behind food & grocery), representing 10% of retail market. Projected to reach $ 37 billion for 2008, apparel will be among the highest growth categories, with a CAGR of between 12 to 15%. In 2008, organized retail will represent roughly 10% of the total market. The rapid growth is supported by the burgeoning Indian middle class.
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Mean Annual disposable income is growing at more than 6% CAGR, consumer spending is expected to increase 8% per year. Other factors supporting these brisk growth rates include

More apparel focused shopping malls

Continued penetration of credit cards

Organized apparel retailing in tier 2 and tier 3 cities

The popularity of ready-to-wear clothing and western fashion for women.

Still, Indias apparel market is highly fragmented. The top 7 competitors represent less than 10% of total market. Customers tend to be loyal to a specific retailer Shoppers Stop, Westside & Pantaloon instead of any particular apparel brand.

This has led to a thriving private label apparel market for ready-to-wear clothes and more competition. However, brands as Benetton, Louis Phillipe, Van Heusen and Esprit are capturing a strong following among Indian consumer. There is a flurry of activity across all price points, with new concepts and brands being launched almost every month. Madura Garment joined Peter England People, a mass market family store modeled after GAP and Old Navy. Discounter Koutons has opened nearly 1000 stores in the past few years.

A key challenge for apparel retailer in India is to induce customer to purchase quickly, which means sales promotion tactics are important, including end of season sales, festival promotion and special events. Local firms such as Future Group are having sales of $ 845 million.

It has more than 5 million sq feet of retail space in roughly 450 stores across 40 cities. Its principal formats include pantaloon, a departmental store chain & Big Bazaar, a hypermarket chain. Shoppers Stop has 5 million sq feet of retail across 88 stores in 12 cities. The group plan 6 million square feet of retail space by 2011.
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Understanding buying pattern of consumers in India

According to Ernst & Young report for Indian consumers lifestyle and profile is also evolving rapidly. India has one of the youngest populations in the world with 54% of the population below the age of 25.

Discretionary spending has seen a 16% rise for the urban upper and middle classes and the number of high income households has grown by 20% year on year since 1995-96. There is an increasing shift from price consideration to design and quality, as there is a greater focus on looking and feeling good (apparel as well as fitness).
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At the same time, the new Indian consumer is not beguiled by retailed products which are high on price but commensurately low on value or functionality.

There is an easier acceptance of luxury and an increased willingness to experiment with mainstream fashion. This results in an increased tendency towards disposability and casting out -from apparel to cars to mobile phones to consumer durables. The self-employed segment of the population has replaced the employed salaried segment as the mainstream market.

40% of primary wage earners in the top 2-3 social classes in towns with a population of 1 million or more are self employed professionals and businessmen.

This has driven growth in consumption of productivity goods, especially mobile phones and two and four-wheelers. Finally, credit friendliness, drop in interest rates and easy availability of finance have changed mindsets. Capital expenditure (jewellery, homes, and cars) has shifted to becoming redefined as consumer revenue expenditure, in addition to consumer durables and loan credit purchases.

The 4 major organized retail sectors are:

Food & Grocery

Clothing

Consumer Durables

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Books & Music

In 2008-09, private consumption expenditure in India amounted to Rs 1,690,000 crores (USD 375 billion) of which, retail sales constitute about 61% (USD 230 billion).

Total Retail Sales Pie of 2009

Food & Grocery (USD154 billion) contributes about 41% of private consumption expenditure and about 77% of total retail sales. However, this segment is largely controlled by the unorganized small outlet sector -penetration of organized retail is about 1% in this segment. This is one of the primary reasons for Indias low organized retail penetration rate. The sector is defined by low gross margins, but there is a tremendous growth potential in the organized sector in the form of hypermarkets, supermarkets and hard discount chains. In such a scenario, pricing and network will be the key to success. Clothing is the second largest segment in terms of retail sales.
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Consumer Preference for apparel brands

India devotes roughly the same share of their income to apparel as do Chinese and Brazilian. But the countries lower per capita income levels means overall spending on apparels is significantly lower, and the habit of Indian shopper present intriguing challenges for multinationals eyeing the market. For starters, nearly 40% of mass-market Indian shoppers McKinsey5 surveyed said that their most important shopping occasions revolved around special events such as weddings and annual religious festivals a figure dramatically higher than the one for shoppers in the other emerging markets McKinsey studied. Furthermore, to a greater extent than else were shopping is a family
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activity in India, nearly 70% of its shoppers always go to stores with their family, and 74% - more than twice than average of Brazil, China and Russia view shopping as the best way to spent time with family. The preference for family oriented shopping is consistent across age groups, income segments, regions and city sizes. As in many markets, in India women are the primary decision makers in apparel purchases for the entire family. But Indias men also have an important role indeed, half of McKinsey survey respondent said that their husband had a major influence on which stores they frequented a proportion far higher than Brazil (3%), China (8%) and Russia (18%). Whats more, India is unusual in that the market for mens apparel is larger than womens market, where traditional Indian apparel still dominates. Mass market apparel retailer must therefore find formats and merchandising approaches that will attract shoppers seeking apparel not only for special occasion but also appealing to entire family. According to McKinsey5 survey young Indian aged 18 24 years strongly trust brands from their own country but also believe that foreign brands are of higher quality than local brand. In India, rather than using only income bands to define category of consumers, we use the socioeconomic class code established by the Market Research Society of India, high-end or global consumers are those in socioeconomic class (SEC A), mass-market consumers are those in SECs B and C, and struggling consumers are represented by SECs D and E. In addition to household income the class code incorporate the levels of education and occupation.

A graph showing the brand preference of BRIC

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SWOT Analysis of Indian Apparel Industry

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STRENGTHS Increasing disposable incomes of the people Brand conscious customers Availability of cheap finance Growing domestic market, increase in number of malls

OPPORTUNITIES Increasing demand for luxury brands from the middle class Research and new product development can help the companies to move across the value chain

WEAKNESSES Predominance of unorganized sector Technological obsolescence in the supply chain

THREATS Increased competition in the domestic markets Cheaper imports Changing Governments policy on FDI

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Various Distribution Channels

1. Owned Stores / Exclusive Brand Outlets

Advantages direct medium of selling apparel High realization for the garment sold End-user feedback and knowledge of their preferences

Disadvantages requires greater advertising expenditure greater fixed costs Some of the Players following this channel Provogue, Raymonds, Madura Garments Arvind Brands, Zodiac Clothing, and Century Textiles.

2. Multi-Brands Outlets or Shopping Malls Organization sells apparels to multi-brand outlets, which in turn sell them through large retail space MBOs are located in prime locations of the various cities and towns ensuring maximum reach MBOs are chain of shopping malls having a presence in more than one location Realization from this channel is lower than those earned by selling to the retailers; as MBOs keep higher margins because their costs are higher Some of the major players in this channel of distribution: Shoppers Stop Pantaloon Retail Westside (Trent) Globus Pyramid Retail Reliance Retail

3. Distributors
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This channel involves two middle agencies between the seller and the end-user. Organization sells it to the distributor, who in turn sells to the retailers or MBOs. Realization from this channel is low.

4. Discount Stores For selling apparels at lower prices to attract larger volumes. Used for selling apparels with minor defects or for selling slow moving stocks. Low realization from this channel as garments are old-fashioned or sold at low prices for gaining big volumes.

5. Retailers Company sells garment to Traders or Commission Agents. Greater reach of the distribution channel. Creation of a middle agency between the organization and the end-user. Lower realizations from this channel.

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Industry Snapshot
AT Kearney report suggests that the Indian retail market has the largest growth potential in comparison to the international retail market and is expected to grow to 4 to 5 per cent a year in volume and 13 per cent in value.

Some important upcoming potential players of this market are: The $600 million Dubai-based The Landmark Group which entered the Indian market in 1999, with its chain of premium 'Lifestyle Store the group aims to provide a stiff competition to the retail majors like Pantaloon, Westside, Shoppers Stop The Group has its presence in 5 cities-Chennai, Hyderabad, Bangalore, Mumbai and Gurgaon through 10 lifestyle stores Also planning to bring concept stores to India including Max Retail, Home centers, Max hypermarket Landmark group currently in discussions with French hypermarket operator Carrefour to roll out the brand in India The leading UK fashion retailer -New Look, has signed a new Middle East regional franchise agreement with the Landmark Group Also the Group intends to invest heavily in the fast growing Retail Market by opening outlets in Delhi, Pune, Kolkata and Ahmedabad. ITCs Lifestyle retailing business division established a chain of exclusive specialty stores, in July 2000.Offering to the premium consumer with:-

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 Wills Classic: range of Formal Wear launched in 2002, provides the consumers a distinct product offering Wills Club life: range of Evening Wear & designer accessories launched in 2003, Wills Sport: range of Relaxed Wear

ITC launched its brand John Players in December 2002With this brand the company
offers a complete wardrobe of Casuals, Party, Work wear and Denims. The brand is available across the country through a nation-wide network of exclusive stores and multibrand outlets.

Some of the premium international brands like the Gucci Group, Fendi, are in talks with major retailers like the Pantaloon, Lifestyle, and Shoppers Stop etc to set up their brands in India. The Murjani Group with its Joint Venture with Marvin Traub focuses on bringing international brands to the Indian retail market. The Murjani Group launched Tommy Hilfiger in India in 2004. Future strategy of the group for the Indian markets would be to create multi-brand retail platform. The Group has already formed exclusive distribution agreements with the brands like Gucci, Jimmy Choo, Calvin Klein, FCUK, TUMI and Build-A-Bear.

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The Major players in the Indian Apparel industry are:

. Pantaloon Retail (India) Limited 2. Shoppers Stop 3. TATA Trent 4. Globus Stores Pvt. Ltd 5. Pyramid Retail Ltd 6. Arvind Brands Ltd 7. Provogue (India) Ltd 8. The Raymond Group 9. Madura Garment 10. Reliance retail Ltd 11. Wills Lifestyle (Lifestyle Retailing Business Division, ITC) 12. Murjani Group 13. Landmark Group

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Analysis of the Primary Data collected

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Occupation of the Respondents

Occupation of Respondent Cumulative Frequency student service business Total 61 20 9 90 Percent 67.8 22.2 10.0 100.0 Valid Percent 67.8 22.2 10.0 100.0 Percent 67.8 90.0 100.0

70 60 50 40 30 20 10 0 student business service 20 9 61

From the above bar graph, we can find out that the majority of the sample that has been drawn consists of students. These students come from various colleges and institutes from in and around Vadodara. Approximately 22 % of the sample constituents are self employed and this shows that the present youth generation wants to be self sufficient do not like being dependent on some one. Also 10% of the sample constituents are employed by other firms and/ or working under some one. Considerable sizes of the sample reveals, almost 33%, are independent and have started earning money for themselves. This represents the youth of Vadodara who have become independent and can now afford to take purchasing decisions for themselves.

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Gender of the Respondents

Gender of Respondents Cumulative Frequency male female Total 44 46 90 Percent 48.9 51.1 100.0 Valid Percent 48.9 51.1 100.0 Percent 48.9 100.0

46

44

male female

From the above dough nut chart, it becomes clear that the no. of male and female respondents is almost equal at 44 and 46 respectively. The researcher tried to ensure that there is no bias regarding the gender in the survey conducted, as, both males females are equally a part of the youth brigade of the city. According to a survey conducted by AT Kearney, it was found that females were more fashion conscious and spent a considerable amount of money on their purchase of clothes and fashion apparel.

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Age of the Respondents

Age of Respondent

Age categories
Cumulative Frequency 10-15 16-20 21-25 25 and above Total 2 27 41 20 90 Percent 2.2 30.0 45.6 22.2 100.0 Valid Percent 2.2 30.0 45.6 22.2 100.0 Percent 2.2 32.2 77.8 100.0

45 40 35 30 25 20 15 10 5 0 10_15 16-20 21-25 25 and above 2 27 41 20

The above frequency chart shows that a majority of the sample was in the age category of 21-25. These are the defining years of ones entire life. So it was important to include this segment of the youth in the survey.

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Annual income of the Respondents

Annual income of the Respondents

Income categories
<2 lakhs 2-4 lakhs >4 lakhs dependent Total

Cumulative Frequency 3 10 20 57 90 Percent 3.3 11.1 22.2 63.3 100.0 Valid Percent 3.3 11.1 22.2 63.3 100.0 Percent 3.3 14.4 36.7 100.0

60 50 40 30 20 10 3 0 < 2 lakhs 2-4 lakhs >4 lakhs dependent 20 10 57

64 % of the sample is dependent on their parents or guardians for their income. These mostly constitute from the age group of 21-25 years. Almost 36 % of the sample is earning their own income. 22% of the sample earns more than Rs 4lakhs annually while 11% earn between Rs 2-4 lakhs annually.

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Q1. How often do you shop in an apparel and lifestyle showroom?

Frequency of shopping visits Cumulative

Frequency of Purchase
once in 6 months once a year only on special occasions Total

Frequency 57 12 21 90

Percent 63.3 13.3 23.3 100.0

Valid Percent 63.3 13.3 23.3 100.0

Percent 63.3 76.7 100.0

21 once in 6 months once a year 12 57 only on special occasions

63% of the respondents are shopping for clothes and apparel once every 6 months. This reveals that the frequency of purchase is 6 months or less. 13% of the respondents said that they go shopping only once a year. They prefer going to shop for clothes every year. 23% of the respondents said that they prefer shopping only on special occasions. They dont have a set time frame wherein they go shopping. The special occasions can be numerous and therefore these people do not mind going shopping as frequently as 3-4 times a year or twice every 6 months.
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Q2. Where do you prefer shopping most?

Preference of stores

Types of stores
Frequency lifestyle stores boutique/standalone stores Total 67 23 90 Percent 74.4 25.6 100.0 Valid Percent 74.4 25.6 100.0

Cumulative Percent 74.4 100.0

70 60 50 40 30 20 10 0 lifestyle stores Boutique/standalone stores 67 23

Almost 75% of the respondents prefer going to lifestyle stores such as Pantaloons, Wills, Central, Shoppers Stop etc. The rest 25% preferred to go to boutiques which often sell non branded Apparel and/or standalone stores i.e. an Adidas retail outlet or a Parx retail outlet.

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Q3. If lifestyle showrooms, then in a:

If people choose Lifestyle stores

Types of lifestyle stores

multi brand family store private label store Neither of the 2 Total

Cumulative Frequency 33 37 20 90 Percent 36.7 41.1 22.2 100.0 Valid Percent 36.7 41.1 22.2 100.0 Percent 36.7 77.8 100.0

20 33 Multi brand private label 37 Neither of the two

Almost 37 % of the sample respondents prefer to shop on multi brand stores as they get more brands to choose from and a larger variety. 41% of the respondents prefer to shop from a private label store such as Wills lifestyle store etc. as they are seeking a variety in a single brand outlet amongst a multi brand store. 22% of the respondents do not prefer to shop from either of the two as they prefer to shop form standalone stores.
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Q4. When you go to shop for casual/sport apparels, your purchase remains:

The amount of purchase of the respondents

Amount of purchase
Frequency exactly what you had planned more than what you had planned much more than what you had planned Total 90 100.0 100.0 6 6.7 6.7 36 48 Percent 40.0 53.3 Valid Percent 40.0 53.3

Cumulative Percent 40.0 93.3

100.0

60 50 40 36 30 20 10 6 0 exactly the amount planned more than planned much more than planned 48

The above graph tells us an interesting story. More than 50 % of the respondents buy more than what they had initially planned before going out for shopping. This means that their purchase is not always restricted to a certain limit. There are a few people, approximately 7 % who buy much more than what they had initially thought of. They are always on a shopping spree. These respondents enjoy shopping to the fullest. 40% of the respondents stick to their budgets and needs when they go out for shopping.
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Q.5 what attracts you towards a casual/sport apparel showroom?

Factors by which customers get attracted

Factors of attraction
Frequency product range and variety multiple brands under 1 roof ambience in the store convenience in shopping rebates and discounts visual display Total 33 25 6 8 10 8 90 Percent 36.7 27.8 6.7 8.9 11.1 8.9 100.0 Valid Percent 36.7 27.8 6.7 8.9 11.1 8.9 100.0

Cumulative Percent 36.7 64.4 71.1 80.0 91.1 100.0

8 10 33 8 6 Product range and variety multiple brand under 1 roof ambience in store convenience in shopping rebates and discounts visual display 25

28% of the respondents feel that the availability of multiple brands under one roof is the most important factor in a showroom to which they get attracted. 36% of the respondents feel that an extensive range of product and variety in a showroom is the most important factor that attracts them towards a show room of apparel. Similarly, 10% feel that the rebates and discounts offered in a store is important to them in order to go to an apparel store.
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Q6. How often do you enter an apparel retail store/ lifestyle showroom on the basis of the window display?

Frequency of consumers being attracted by window display

categories
Frequency very frequently frequently rarely never Total 13 45 28 4 90 Percent 14.4 50.0 31.1 4.4 100.0 Valid Percent 14.4 50.0 31.1 4.4 100.0

Cumulative Percent 14.4 64.4 95.6 100.0

45 40 35 30 25 20 15 10 5 0 very frequently frequently rarely never 13 4 28 45

More than half of the respondents enter an apparel store on the basis of the window display of their wares and merchandise. The clothes that the mannequins are adorned with play a very important role in attracting this group of customers. 31% of the respondents do not find window display as an adequate reason to go into a shop to buy clothes. 4% of the respondents never enter into a store on the basis of the window display that the store has to offer.

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Q7. How often do you enter an apparel retail store/ lifestyle showroom on the basis of the sales promotion initiative publicized outside the showroom?

Frequency of consumer being attracted by outside sales promotion

categories
Frequency very frequently frequently rarely never Total 6 31 49 4 90 Percent 6.7 34.4 54.4 4.4 100.0 Valid Percent 6.7 34.4 54.4 4.4 100.0

Cumulative Percent 6.7 41.1 95.6 100.0

never

rarely

49

frequently

31

very frequently

10

20

30

40

50

60

More than 50 % of the respondents rarely go to an apparel store after viewing the outside promotion of the stores such as bill boards, neon signs, kiosks, banners etc. 35% of the people find the outside promotion a good reason to visit these stores. A minority of the respondents do not consider outside promotion as a good source of attraction for visiting an apparel store for that matter.
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Q8. How important do people find the availability of multiple brands in a store?
Importance of Multiple brands

categories
Frequency least important somewhat important moderately important important most important Total 1 6 30 32 21 90 Percent 1.1 6.7 33.3 35.6 23.3 100.0 Valid Percent 1.1 6.7 33.3 35.6 23.3 100.0

Cumulative Percent 1.1 7.8 41.1 76.7 100.0

35 30 25 20 15 10 5 0 1 least important somewhat important moderately important important most important 6 21 30 32

More than half of the respondents find it important and very important that many brands are available under a single roof. Only 1 respondent finds that this feature of a store is least important. The rest of them find it somewhat and moderately important that there should be a number of brands in a single store.
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Q9. How important do people find the availability of a variety in the apparel in a store?

Importance of variety Cumulative Frequency least important somewhat important moderately important important most important Total 1 3 20 26 40 90 Percent 1.1 3.3 22.2 28.9 44.4 100.0 Valid Percent 1.1 3.3 22.2 28.9 44.4 100.0 Percent 1.1 4.4 26.7 55.6 100.0

45 40 35 30 25 20 15 10 5 0 1 least important 3 somewhat important moderately important important most important 20 26 40

44% of the people feel that the availability of a variety in an apparel store is of utmost importance. 29% and 22% of the respondents feel that the above aspect of an apparel store is important and moderately important respectively. 4.4% of the respondents feel that variety is not so important in an apparel store.

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Q10. How important do people find the quality of the apparel in a store?
Importance of quality Cumulative Frequency least important moderately important important most important Total 4 10 17 59 90 Percent 4.4 11.1 18.9 65.6 100.0 Valid Percent 4.4 11.1 18.9 65.6 100.0 Percent 4.4 15.6 34.4 100.0

70 60 50 40 30 20 10 4 0 least important 0 somewhat important moderately important important most important 10 59

17

Almost 66% of the respondents said that to them, the quality of the apparel was the most important factor to be considered while buying clothes and accessories. Quality is one of the factors which are of paramount importance in apparel. But there were a minority of people of about 4.4% who tend to disagree and say that quality is least important to them. The rest of the respondents find quality of the apparel to be of moderately important.

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Q11. How important do people find the ambience of the store?

Importance of store ambience Cumulative Frequency least important somewhat important moderately important important most important Total 1 20 30 31 8 90 Percent 1.1 22.2 33.3 34.4 8.9 100.0 Valid Percent 1.1 22.2 33.3 34.4 8.9 100.0 Percent 1.1 23.3 56.7 91.1 100.0

35 30 25 20 15 10 8 5 0 1 least important somewhat important moderately important important most important 20 30 31

33% and 22% of the respondents find that the ambience of the store is somewhat and moderately important respectively. 34% of the respondents say that the ambience of the store is important to them. There are not many respondents for whom the ambience of the store is the most important criteria while entering a clothes shop or a mall.
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Q12. How important do people find the behavior of the staff at the store?

Importance of staff behavior Cumulative Frequency least important somewhat important moderately important important most important Total 1 3 28 42 16 90 Percent 1.1 3.3 31.1 46.7 17.8 100.0 Valid Percent 1.1 3.3 31.1 46.7 17.8 100.0 Percent 1.1 4.4 35.6 82.2 100.0

45 40 35 30 25 20 15 10 5 0 1 least important 3 somewhat important moderately important important most important 16 28 42

The behavior of the staff is an extremely part of the entire experience of going into a shop and buying clothes and apparel. 47% of the respondents say that the behavior of the staff is important to them. 18% of the people say feel that the behavior of the staff is the most important criteria for them to go to an apparel store. 31% of the people find it moderately important. But there are a few people who believe that the staff behavior in a store is not that important. Such people consist of 4% of the total respondents.
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Q13. How important do people find the in-store promotion at the store?
Importance of in-store promotion Cumulative Frequency least important somewhat important moderately important important most important Total 4 12 30 34 10 90 Percent 4.4 13.3 33.3 37.8 11.1 100.0 Valid Percent 4.4 13.3 33.3 37.8 11.1 100.0 Percent 4.4 17.8 51.1 88.9 100.0

40 35 30 25 20 15 10 5 0 least important somewhat important moderately important important most important 4 12 10 30 34

In-store promotion is an important feature of most of the malls and lifestyle show rooms in the city. Therefore, 38% of the respondents feel that in-store promotions are important in an apparel showroom. 33% and 13% of the respondents feel that the in-store promotions are somewhat and moderately important in a store respectively. 11% and 4% people feel that that the above parameter is the most important and least important factor while buying clothes and apparel.
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Q14. How important do people find the deals and offers at the store?
Importance of deals and offers Cumulative Frequency least important somewhat important moderately important important most important Total 5 8 11 41 25 90 Percent 5.6 8.9 12.2 45.6 27.8 100.0 Valid Percent 5.6 8.9 12.2 45.6 27.8 100.0 Percent 5.6 14.4 26.7 72.2 100.0

45 40 35 30 25 20 15 10 5 0 least important somewhat important moderately important important most important 5 11 8 25 41

The deals and offers provided at the store also form an important part of the entire shopping experience of the buyer. Therefore 46% of the respondents felt that the deals and offers are important to them with regards to buying or shopping. There are 28% people who support them and feel that the above parameter is the most important factor for them. The rest of the respondents place other parameters as more important to them.

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Q15. How important is the convenience factor for the people at the store?
Importance of convenience Cumulative Frequency least important somewhat important moderately important important most important Total 3 15 16 35 21 90 Percent 3.3 16.7 17.8 38.9 23.3 100.0 Valid Percent 3.3 16.7 17.8 38.9 23.3 100.0 Percent 3.3 20.0 37.8 76.7 100.0

40 35 30 25 20 15 10 5 0 least important somewhat important moderately important important most important 3 15 16 21 35

It is said that the mass of the people will go and shop at the mall or apparel store which offers them the most convenient environment. The research proves this point and substantiates with the finding that 39% of the respondents said that the convenience factor is important to them. Also they are supported by 23% people who feel that the convenience offered to them at the store is the most important factor for them. 3% of the respondents feel it is the least important while 17% and18% of the people feel that it somewhat and moderately important.

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Q16. How important is the affordability of the various clothing label in the stores?
Importance of affordability Cumulative Frequency least important somewhat important moderately important important most important Total 1 4 22 26 37 90 Percent 1.1 4.4 24.4 28.9 41.1 100.0 Valid Percent 1.1 4.4 24.4 28.9 41.1 100.0 Percent 1.1 5.6 30.0 58.9 100.0

40 35 30 25 20 15 10 5 0 1 least important somewhat important moderately important important most important 4 22 26 37

The Indian youth forms a huge part of the aam junta or the common people. Therefore, the people want the prices of the clothing and apparel to be very affordable. Even the common man aspires to dress up like his or her favorite movie star. So 41% of the respondents feel that affordability of the apparel and clothing is the most important criteria for them to shop and buy for the same. 29% and 24% of the respondents feel that it is important and moderately important for their apparel and clothing to be within their budget.5% of the respondents are not really so concerned about their budget for buying clothes and apparel.
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Q17. Do benefits and privileges like loyalty programs attract the customers towards the stores?

Are customers attracted towards benefits and privileges Cumulative Frequency yes no indifferent Total 55 16 19 90 Percent 61.1 17.8 21.1 100.0 Valid Percent 61.1 17.8 21.1 100.0 Percent 61.1 78.9 100.0

categories

19 yes no indifferent

16

55

The benefits and the privileges which are offered to the customers play a very important role in attracting them towards the stores. Also the customers feel important and privileged to be a patron of that particular store or apparel shop. This is proved as 61% of the respondents feel that the benefits and privileges offered to them are successful to entice them into buying the apparel and clothing of the store. 21% of the people are indifferent to the benefits and privileges while 18% do not believe in these benefits at all.

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Q18. Do you prefer to purchase your choices of apparel if a celebrity endorses it?

Customers perception of celebrity endorsement

Frequency Valid yes no Total 31 59 90

Percent 34.4 65.6 100.0

Valid Percent 34.4 65.6 100.0

Cumulative Percent 34.4 100.0

31 yes no 59

In a country like India, where there is a huge fan following of various movie stars and celebrities it is very ironical to find that the youth prefers to listen to their own heart than to follow any celebrity when it comes to buying clothing and apparel for themselves. 66% of the people do not follow any celebrity when they purchase clothing and apparel for themselves. On the other hand, 34% of the people love to follow the latest trends set by the celebrities from various fields.
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Q19. How often is your Purchase based on celebrity advertisement recall?

Is the purchase based on celebrity ad recall?

Cumulative Frequency Valid mostly rarely never Total 19 46 25 90 Percent 21.1 51.1 27.8 100.0 Valid Percent 21.1 51.1 27.8 100.0 Percent 21.1 72.2 100.0

50 45 40 35 30 25 20 15 10 5 0 mostly rarely never 19 25 46

People often purchase their apparel and clothing based on celebrity ad recall. But as we have seen in the analysis of the earlier question, most of the respondents do not follow the celebrities while buying apparel so, here also we see that 51% of the respondents rarely base their purchase on celebrity ad recall. 28% of the respondents never base their purchases on celebrity ad recall and only 21% of the respondents base their purchases on ads of celebrities endorsing various brands.

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Q20. Rank the features you look in a brand when you buy apparel of a certain brand? The five features among from which, the ranks had to be given according to the preference of the features of the respondents were: 1. 2. 3. 4. 5. Style Pricing Comfort Schemes and benefits Durability

The highest rank assigned to any individual feature was 1, while 5 was the lowest rank assigned to any individual feature was 5. Therefore, below are the charts of each feature, showing the frequency of each rank given to that particular feature. 1. Style of the apparel:

style
5% 11% 30% 1st 2nd 18% 3rd 4th 5th

36%

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2. Pricing of the Apparel:

pricing
11% 17% 1 2 32% 20% 3 4 5 20%

3. Comfortability of the apparel:

comfortability
10% 9% 25% 1 2 29% 27% 3 4 5

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4. Schemes and benefits offered at the stores:

schemes and benefits

11% 33% 17% 1 2 9% 30% 3 4 5

5. Durability of the Apparel:

durability
14% 1 2 19% 3 4 21% 23% 5

23%

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Q21. Are you willing to pay more money for your favorite brand?

Are customers willing to pay more money for a particular brand?

Frequency Valid yes no maybe Total 30 10 50 90

Percent 33.3 11.1 55.6 100.0

Valid Percent 33.3 11.1 55.6 100.0

Cumulative Percent 33.3 44.4 100.0

33% yes no 56% maybe 11%

Customers often face a dilemma whether they should pay more money for their favorite brand of apparel, be it casual or sport. On the basis of the above dough nut chart, we can see that 56% of the respondents are willing to pay more money for their favorite brand if necessary and if they feel that their brand is worth paying more money. 33% said that they are always willing to shell out more money in order to buy apparel of their favorite brand. These are the loyal brand followers of the respective brands. 11% of the respondents are not willing to pay extra money for their favorite brand. They would definitely think about spending more money for their most liked brand when it comes to buying apparel and clothing.
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Q22. Rank the following Sport Apparel brands in order of your preference of purchase? As the survey is about the brand preferences of the youth of Vadodara, it means to find out the brand preference of the sample for Sports apparel. With the help of the charts below we can see what ranks have been given to each brand of sports apparel. The Sports apparel from which the respondents had to choose were: 1. Adidas 2. Nike 3. Reebok 4. Puma 5. Kappa

140 120 28 100 80 60 40 20 0 1st 2nd 8 13 12 27 18 30 6 16 20 7 25 15 18 11 17 8 3rd 21 21 4th 32 32 14 17 19 15 5th Kappa Puma Reebok Nike Adidas

The above chart show the cumulative ranks assigned to each of the Sports apparel brands:

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1.

Adidas
17% 33%

1 2 3

23%

9%

18%

4 5

2.

Nike
21% 30% 1 2 23% 19% 7% 3 4 5

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3.

Reebok
13% 1 2 20% 3 4 36% 5 12%

19%

4.

Puma
16% 14% 1 2 22% 3 28% 4 5 20%

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5.

Kappa
9% 8% 35% 17% 1 2 3 4 5 31%

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Q23. Rank the following Casual Apparel brands in order of your preference of purchase? The survey also intended to find out the brand preference of the respondents towards casual apparel. Casual Apparel has been one of the major trend setters in fashion in the recent years. Casuals mean comfort. We prefer to wear casuals even while working in the office or going to college. Therefore, casuals are an important part of the wardrobe of todays youth. With the help of the charts below we can identify the ranks given to the each of the casual apparel brands according to the choice of the respondents. The casual brands from which the respondents had to choose were: 1. Wills 2. Provogue 3. Globus 4. Woodland 5. Rig

120 21 100 80 60 16 40 28 20 12 0 1st 2nd 3rd 4th 5th 18 9 32 18 6 11 17 13 11 32 17 14 27 15 9 25 20 6 12 32 29 Rig Woodland Globus Provogue Wills

The above chart shows the cumulative ranking of the casual apparel brands:

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1.

Wills
13% 1 2 20% 3 4 36% 5 12%

19%

2.

Provogue
13% 22% 31% 1 2 3 15% 19% 4 5

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3.

Globus
7% 18% 1 2 35% 12% 3 4 5 28%

4.

Woodland

32%

36% 1 2 3

15% 10%

7%

4 5

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5.

Rig
10% 30% 20% 1 2 3 4 23% 17% 5

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Research methodology and Limitations

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The Research Project Methodology Topic: A Study of Brand Preference for Casual/Sport apparel among the youth in the city of Vadodara. Introduction: The study basically aims to observe the brand preference of the youth in the city of Vadodara towards casual and sport apparel. Therefore, a brand maybe defined as a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Brand Preference refers to the measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available. Apparel can be defined as a covering or adornment which can be used in the beautification of individuals. Therefore, the casual and the sport apparel is the way of dressing which emphasizes on comfort and personal expression over presentation and uniformity. The main focus of the study would be on the youth i.e. young people or people within the age group of 17-30. Objectives: To study the general brand preference for casual and sport apparel among the youth of Vadodara. To reveal the factors which are responsible the present trend amongst the youth of Vadodara for purchasing casual and sport apparel. To know how the youth evaluates various brands and determine the brand preference for different brands. Data Collection: Basically the Primary Data Collection method would be used to study the customer perception about the Retail Malls with the help of the Questionnaires. A questionnaire will be designed in
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order to extract the necessary information relevant to the brand preference of the youth for casual and sport apparel in the city of Vadodara. Also, secondary data may be made use of in process of the research such as company websites, search engines like Google, various reports prepared by organizations specializing in market research such as AT Kearney, Nielsen, and McKinsey etc.

Sample Units: In the study the sample would be the Individuals. An individual refers to one single person or thing. It can be said that an individual is subsisting as a unique being. An individual may be differentiated from a community on the basis of some special characteristic or quality. Sample Elements: Whether the respondent is monetarily dependent or independent. Also the fact that the respondent himself/herself is the decision maker or not, will be important. Sample Design: The Non-Probability Sample Design would be the suitable sample design for this study. In this Sampling Design, Convenience Sampling would be used as it is based on the convenience of the researcher. This type is also called accidental sampling as the respondents in the sample are included in it merely on account of their being available on the spot where the survey is in progress. Sample Size: The sample size for the study will be approximately 80-100 respondents which will constitute the sample of the youth from the city of Vadodara. Research Design: In this study, the Research Design would be Descriptive. Descriptive research is used to obtain information concerning the current status of the phenomena to describe "what exists" with
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respect to variables or conditions in a situation. In the Descriptive Research Design, the Survey method would be used to collect the information. Data Analysis: Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names, in different businesses and managerial domains. The appropriate statistical tools and techniques will be utilized to analyze the data which will be collected through questionnaires. Interpretation of the analysis and the Strategic conclusion thereby obtained: The outcome of the analysis which will be carried out using appropriate statistical tools and techniques will be interpreted. The required information pertinent to the research will be generated. On the basis of the interpretation, the marketing and managerial implication of the research will be revealed.

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Limitations of the study: As they say there is none, who can exemplify perfection and therefore, it can be safely said that every effort, despite being the best, may not be good enough in order to be perfect or claim perfection in the results thereafter achieved. Similarly, this research has a few limitations of its own which must be duly acknowledged and be made known to the audience who may have use of the same. The sample drawn for this survey was from the City of Vadodara. Therefore, the results hereby obtained may not be applicable to a wider population. The sample size was of 80 respondents for the entire youth population of the city of Vadodara. Apart from a few Secondary sources of data such as reports and findings from organizations specializing in marketing research such as AT Kearney, Nielsen and McKinsey, only questionnaires have been used as a source of collecting Primary data.

Lastly, it must be known that there may have been numerous other variables and anomalies which may have crept into the making of the research project and thereby became a part of the research project itself. Also, it might be possible that there may be various other factors which can contribute to brand preference among the youth in the city of Vadodara.

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Bibliography: The Marketing White book 2009-2010 AT Kearney Global Retail Development Report McKinsey Report on Brand Preference Global Retail Development Index Marketing Management by Philip Kotler (13th Edition) Marketing Research by G. C Beri Google.com Scribd.com AT Kearney.com McKinsey.com

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Appendix

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Data coded into SPSS software:

Serial number Value Standard Attributes Position Label Type Valid Missing <none> Numeric 90 0 1

Occupation Value Standard Attributes Position Label Occupation of Respondent Type Valid Missing Labeled Values 1 2 3 student service business Numeric 90 0 61 20 9 67.8% 22.2% 10.0% 2 Count Percent

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Annual_income Value Standard Attributes Position Label Annual income of the Respondents Type Valid Missing Labeled Values 1 2 3 4 <2 lakhs 2-4 lakhs >4 lakhs dependent Numeric 90 0 3 10 20 57 3.3% 11.1% 22.2% 63.3% 5 Count Percent

Frequency Value Standard Attributes Position Label Frequency of shopping visits Type Valid Missing Labeled Values 1 once in 6 months 2 3 once a year only on special occasions 12 21 13.3% 23.3% Numeric 90 0 57 63.3% 6 Count Percent

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Preference_of_shopping Value Standard Attributes Position Label Preference of stores Type Valid Missing Labeled Values 1 2 lifestyle stores boutique/standal one stores Numeric 90 0 67 23 74.4% 25.6% 7 Count Percent

lifestyle_then Value Standard Attributes Position Label 8 If people choose Lifestyle stores Type Valid Missing Labeled Values 1 multi brand family store 2 private label store 3 not applicable 20 22.2% 37 41.1% Numeric 90 0 33 36.7% Count Percent

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Amount_of_purchase Value Standard Attributes Position Label The amount of purchase of the respondents Type Valid Missing Labeled Values 1 Numeric 90 0 exactly what you had planned 2 more than what you had planned 3 much more than what you had planned 6 6.7% 48 53.3% 36 40.0% 9 Count Percent

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What_attracts_the_customers Value Standard Attributes Position Label 10 Factors by which customers get attracted Type Valid Numeric 90 Count Percent

Labeled Values

product range and variety

33

36.7%

multiple brands under 1 roof

25

27.8%

ambience in the store

6.7%

convenience in shopping

8.9%

rebates and discounts

10

11.1%

visual display

8.9%

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Attraction_of_window_display Value Standard Attributes Position Label Frequency of consumers being attracted by window display Type Valid Missing Labeled Values 1 2 3 4 very frequently frequently rarely never Numeric 90 0 13 45 28 4 14.4% 50.0% 31.1% 4.4% 11 Count Percent

Outside_sales_promotion Value Standard Attributes Position Label Frequency of consumer being attracted by outside sales promotion Type Valid Missing Labeled Values 1 2 3 4 very frequently frequently rarely never Numeric 90 0 6 31 49 4 6.7% 34.4% 54.4% 4.4% 12 Count Percent

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Multiple_brands Value Standard Attributes Position Label Importance of Multiple brands Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 32 21 35.6% 23.3% 30 33.3% Numeric 90 0 1 6 1.1% 6.7% 13 Count Percent

Variety Value Standard Attributes Position Label Importance of variety Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 26 40 28.9% 44.4% 20 22.2% Numeric 90 0 1 3 1.1% 3.3% 14 Count Percent

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Quality Value Standard Attributes Position Label Importance of quality Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 17 59 18.9% 65.6% 10 11.1% Numeric 90 0 4 0 4.4% .0% 15 Count Percent

Store_Ambience Value Standard Attributes Position Label Importance of store ambience Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 31 8 34.4% 8.9% 30 33.3% Numeric 90 0 1 20 1.1% 22.2% 16 Count Percent

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Staff_behavior Value Standard Attributes Position Label Importance of staff behavior Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 42 16 46.7% 17.8% 28 31.1% Numeric 90 0 1 3 1.1% 3.3% 17 Count Percent

In_store_promotion Value Standard Attributes Position Label 18 Importance of instore promotion Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 34 10 37.8% 11.1% 30 33.3% Numeric 90 0 4 12 4.4% 13.3% Count Percent

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Deals_offers Value Standard Attributes Position Label Importance of deals and offers Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 41 25 45.6% 27.8% 11 12.2% Numeric 90 0 5 8 5.6% 8.9% 19 Count Percent

Convenience_shopping_product_placement Value Standard Attributes Position Label Importance of convenience Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 35 21 38.9% 23.3% 16 17.8% Numeric 90 0 3 15 3.3% 16.7% 20 Count Percent

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Affordability Value Standard Attributes Position Label Importance of affordability Type Valid Missing Labeled Values 1 2 least important somewhat important 3 moderately important 4 5 important most important 26 37 28.9% 41.1% 22 24.4% Numeric 90 0 1 4 1.1% 4.4% 21 Count Percent

Attraction_of_benefits_privileges Value Standard Attributes Position Label 22 Are customers attracted towards benefits and privileges Type Valid Missing Labeled Values 1 2 3 yes no indifferent Numeric 90 0 55 16 19 61.1% 17.8% 21.1% Count Percent

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Celebrity_endorsements Value Standard Attributes Position Label Customers perception of celebrity endorsement Type Valid Missing Labeled Values 1 2 yes no Numeric 90 0 31 59 34.4% 65.6% 23 Count Percent

Celeb_ad_recall Value Standard Attributes Position Label Is the purchase based on celebrity ad recall? Type Valid Missing Labeled Values 1 2 3 mostly rarely never Numeric 90 0 19 46 25 21.1% 51.1% 27.8% 24 Count Percent

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Willing_to_pay_more_money Value Standard Attributes Position Label Are customers willing to pay more money for a particular brand? Type Valid Missing Labeled Values 1 2 3 yes no maybe Numeric 90 0 30 10 50 33.3% 11.1% 55.6% 26 Count Percent

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Questionnaire: A Study of Brand Preference for Casual/Sport apparel among the youth in the city of Vadodara.
Dear Respondent, I am a student of T.Y BBA Marketing from M.S University of Vadodara. As a part of the partial fulfillment of my academic requirement, I am undertaking a project. (Mentioned above) You are requested to give your responses to the following questions. I assure that the information collected will be kept confidential and used solely for academic purposes. Name: ___________________________ Occupation: _______________________ Gender: Male Age: _______ Annual Income: >Rs. 2lakhs Rs. 2-4lakhs <Rs.4lakhs Dependent Q1. How often do you shop in an apparel and lifestyle showroom? Once in 6 months Only on special occassions Q2. Where do you prefer shopping most? Lifestyle showrooms Boutiques/ Standalone stores Once a year Female

Q3. If lifestyle showrooms, then in a: Multi brand family store (For e.g. Shoppers Stop) Private Labels store (For e.g. Pantaloons, Wills Lifestyle) Not Applicable (in case the preference is standalone stores)

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Q4. When you go to shop for casual/sport apparels, your purchase remains: Exactly what you need More than what you had planned Much more than planned Q6. What attracts you towards a casual/sport apparel showroom? Product range and variety across all age groups (menswear, women wear and kids wear) Multiple brands under one roof Ambience/ in store setup Convenience in shopping Rebates and discounts on purchase Visual display Q7. How often do you enter an apparel retail store/ lifestyle showroom on the basis of the window display? Very Frequently Rarely Frequently Never

Q8. How often do you enter an apparel retail store/ lifestyle showroom on the basis of the sales promotion initiative publicized outside the showroom? Very Frequently Rarely Frequently Never

For Q9- Q17, rate the importance of following for you in a retail store on a scale of 1 to 5, where 1 2 3 4 5

Least important

Most important

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Q9. Q10. Q11. Q12. Q13. Q14. Q15. Q16.

Multiple brands Variety Quality Store ambience Staff behavior In-store promotions Deals and offers Convenience in shopping and product placement Affordability

1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5

Q17.

Q18. Do exclusive benefits and privileges given to loyal customers who frequently visit the stores attract you towards the store? (For e.g. Green card in case of Pantaloons, and first citizen cards in case of Shoppers Stop) Yes No Q19. Do you prefer to purchase your choices of apparel if a celebrity endorses it? Yes No Indifferent

Q20. How often is your Purchase based on celebrity advertisement recall? Mostly Rarely Never

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Q21. Rank the features you look in a brand when you buy apparel of a certain brand? Style Pricing Comfort Schemes and discounts Durability Q22. Are you willing to pay more money for your favorite brand? Yes No Maybe Q23. Rank the following Sport Apparel brands in order of your preference of purchase? Adidas Nike Reebok Puma Kappa Any other (Please Specify) ____________________ Q24. Rank the following Casual Apparel brands in order of your preference of purchase? Wills Provogue Globus Woodland Rig
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