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A STUDY ON CONSUMER PERCEPTION OF BIG BAZAARS PRIVATE LABEL MENS APPAREL PRODUCTS
A PROJECT REPORT
Submitted by

RAJESH E (Reg.No.12209631024)
In partial fulfillment for the award of the degree Of MASTER OF BUSINESS ADMINISTRATION
IN

MARKETING DEPARTMENT OF MANAGEMENT STUDIES VEL TECH HIGH TECH DR.RANGARAJAN DR.SAKUNTHALA ENGINEERING COLLEGE CHENNAI-62

ANNA UNIVERSITY: CHENNAI 600 025

JUNE-2011

BONAFIDE CERTIFICATE This is to certify that the project report on A STUDY ON CONSUMER PERCEPTION OF BIG BAZAARS PRIVATE LABEL MENS APPAREL PRODUCTS is the bonafide work of Mr. Rajesh E (Reg. No 12209631024) who carried out the research under my supervision. Certified further that to best of my knowledge the work reported here in does not form a part of any other project report or dissertation on the basis of which a degree was conferred on an earlier occasion on this or any other candidate.

Head of the Department

SUPERVISOR

Submitted to project and viva Examination held on ..

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DECLARATION

I, Mr. RAJESH E (Reg. No 12209631024), II MBA of Vel Tech High Tech Dr.Rangarajan Dr.Sakunthala Engineering College hereby declare that the project entitled A STUDY ON CONSUMER PERCEPTION OF BIG BAZAARS PRIVATE LABEL MENS APPAREL PRODUCTS, in partial fulfillment of requirements of Anna university for the award of the degree in Master of Business Administration is my original work and that it has not formed the basis for the award of any degree, associate ship, fellowship, diploma or any other similar title.

(RAJESH.E)

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ACKNOWLEDGEMENT I am highly indebted and grateful to the founder Chairman Prof. Vel Dr.R.Rangarajan, B.E. (Elect), B.E. (Mech).M.S. (Auto), Ph.D., Director Mr.K.V.D.Kishore Kumar, M.B.A (U.S.A)., and Principal Dr.G.Hemath Kumar B.E, M.tech, Ph.D., for giving me the opportunity to undertake the project.

I feel proud to thank my organizational guide Mr.KRANDHI, Marketing Manager at BIG BAZAAR, Vadapalani for his valuable guidance, suggestions and support during the project period.

I wish to express my deep sense of gratitude to Prof. Baktha, MBA Advisor, Vel Tech and Dr.P.S.Valarmathy, HOD, Department Of Management Studies, Vel Tech High Tech Dr.Rangarajan & Dr.Sakunthala Engineering College for valuable suggestions during the course of the study.

I am indeed grateful to my project guide Mrs. AnuRadha.D, Assistant Professor, Department Of Management Studies, Vel Tech High Tech Dr.Rangarajan & Dr.Sakunthala Engineering College for supporting me through proper direction and guidance in a flexible manner to bring out this project as successful one.

I extend my sincere thanks to Almighty God, my Parents and Friends for endowing me with their immense blessing and helping towards the successful completion of this project.

RAJESH.E

TABLE OF CONTENTS

CHAPTER 1 INTRODUCTION 1.1 1.2 1.3 1.4 1.5 1.6 1.7 2 3 4

TITLE

PAGE NO 1 1 4 6 9 10 11 12 13 16 20 20 37 39 43 43 46 47

INTRODUCTION TO THE TOPIC INDUSTRY PROFILE COMPANY PROFILE STATEMENT OF THE PROBLEM OBJECTIVES OF THE STUDY SCOPE OF THE STUDY LIMITATIONS OF THE STUDY

REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION PERCENTAGE ANALYSIS CHI-SQUARE TEST RANK CORRELATION

FINDINGS SUGGESTIONS AND CONCLUSION FINDINGS SUGGESTIONS CONCLUSION BIBILIOGRAPHY ANNEXURE

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LIST OF TABLES

TABLE NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

PARTICULARS Table showing classification of customers based on age (completed years). Table showing classification based on educational qualification. Table showing classification based on occupation. Table showing classification based on annual family income. Table showing frequency of shopping clothes. Table showing average amount spent for clothes. Table showing classification of respondents on the basis of place of purchasing. Table showing frequency of visit to Big Bazaar. Table showing categories of product purchase. Table showing awareness of respondents about Big Bazaar. Table showing services utilized at Big Bazaar. Table showing awareness about Big Bazaar private label mens apparel. Table showing opinion about the display of Big Bazaar private label apparel. Table showing the respondents opinion about exchange policy of Big Bazaar private label mens apparel. Table showing the frequency of private label apparel purchase at Big Bazaar. Table showing the respondents opinion about Big Bazaar private label mens apparel. Table showing respondents opinion about attractiveness of Big Bazaar private label mens apparel. Chi-Square analysis of association between annual family income and the amount spent for clothes by respondents VII

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LIST OF TABLES
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Rank Correlation for the Age group of consumers and Customers preference towards private label mens apparel product attributes Rank Correlation for the Age group of consumers and Consumers opinion regarding the attributes to improve the sales of Big Bazaar private label apparel products.

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LIST OF CHARTS

TABLE NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

PARTICULARS Chart showing classification of customers based on age (completed years). Chart showing classification based on educational qualification. Chart showing classification based on occupation. Chart showing classification based on annual family income. Chart showing frequency of shopping clothes. Chart showing average amount spent for clothes by respondents. Chart showing classification of respondents on the basis of place of purchasing. Chart showing frequency of visit to Big Bazaar. Chart showing categories of product purchase. Chart showing awareness of respondents about Big Bazaar. Chart showing services utilized at Big Bazaar. Chart showing awareness about Big Bazaar private label apparel. Chart showing opinion about the display of Big Bazaar private label apparel. Chart showing the respondents opinion about exchange policy of Big Bazaar private label apparel. Chart showing the frequency of private label apparel purchase at Big Bazaar. Chart showing the respondents opinion about Big Bazaar private label mens apparel. Chart showing respondents opinion about the attractiveness of Big Bazaar private label mens apparel.

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ABSTRACT
The study entitled CUSTOMER PERCEPTION OF BIG BAZAARS PRIVATE LABEL MENS APPAREL PRODUCTS was conducted in Chennai city at Big Bazaar Vadapalani Branch. The aim of the study is to identify the consumer perception about Big Bazaar private label apparel products and the factors influencing purchase of private label brands. Questionnaire was used to collect the data from the customers who visited Big Bazaar, Mens Apparel Section. The data collection was done from March 2011 to April 2011 with a total sample size of 250 respondents. Convenient sampling method was adopted to the collect data from the customers. The collected information was analyzed using: Percentage analysis, Chi-square test and Rank Correlation method. The findings of the study reveal that there is less varieties in Mens apparel products, also that there are no exclusive efforts taken to create awareness about mens private label apparel products. The major suggestions of the study includes that special promotional offers and advertisements should be undertaken for private label mens apparel.