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INTRODUCTION OF PROJECT
Marketing is the process of performing market research, selling
products and/or services to customers and promoting them via
advertising to further enhance sales. It generates the strategy that
underlies sales techniques, business communication, and business
developments. It is an integrated process through which companies
build strong customer relationships and creates value for their
customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and
to keep the customer. With the customer as the focus of its activities, it
can be concluded that marketing management is one of the major
components of business management. Marketing evolved to meet the
stasis in developing new markets caused by mature markets and
overcapacities in the last 2-3 centuries. The adoption of marketing
strategies requires businesses to shift their focus from production to the
perceived needs and wants of their customers as the means of staying
profitable.

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The term marketing concept holds that achieving organizational goals
depends on knowing the needs and wants of target markets and
delivering the desired satisfactions. It proposes that in order to satisfy
its organizational objectives, an organization should anticipate the
needs and wants of consumers and satisfy these more effectively than
competitors.

NEED OF THE STUDY
There are different national and international products present in India. So to
identify. The customer and their buying behaviour have been the focus of a
number of international and national product. The result of these studies have
been useful to the provide solution to Various marketing problem.
Understanding buying behaviour is not enough without understanding the
composition And Origin of the customers are attracted by imported goods
because of their high quality. So that most of Indian company product losses
their credibility and loyalty in Domestic customers.



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OBJECTIVE
1) To know the factors affecting while buying a branded or none branded
garments.
2) To know the Consumer Awareness Level of Wills LifeStyle.
To study the about Wills Lifestyle brand.
Increasing awareness of various products of Wills Lifestyle brand.
To formulate the ways for paving a path for forming Wills Lifestyle as
the number one in the segment.

SCOPE OF THE STUDY
Customer loyalty is an important element in the marketing activities. This
customer loyalty Decides the fate of the product and organization. There are
various factors influence to The customer loyalty. These factors are Post
Purchase behavior, Reputation, Product availability, Branding and convenient
etc.The scope of the study is restricted to Patna.





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LIMITATIONS OF THE STUDY
1) The Study is Restricted to Patna.
2) The Response of the Migrant can be Biased and Subjective.
3) Many Respondents were not vocal in sharing their actual views.
4) Due to time Constraints the sample size was kept small and view of majority
were not taken.















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RESEARCH MEHODOLOGY
Research Methodology is Logical and Scientific technique to solve a problem.
When we talk of research methodology, we not only talk of research methods
adopted to get desired results but we also consider logic behind these methods. All
possible efforts were made to gather information in a natural way to achieve
objectives of research.
Research is an original contribution to existing stocks of knowledge making for its
advancement in research for knowledge through objectives and systematic method
of finding a solution to problem, is research. Research refers to systematic methods
consisting of enunciating the problem, forming a hypothesis, collecting facts or
data, analysis of facts and reaching certain conclusion either in the form of a
solution towards concerned problem in certain generalization for some theoretical
formulation.
In my Research the Research Problem is Consumer survey regarding Awareness
Level of the People of Patna towards wills LifeStyle.





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RESEARCH DESIGN
Research design is a framework or blueprint for conducting the marketing research
project. It specifies the details of the procedures
necessary for obtaining the information needed to
structure and solve marketing research problems.
When designing research, one is faced with a
continual series of trade-offs. Since there are
typically numerous design alternatives that will
work, the goal is to find the design that enhances
the value of the information obtained, while
reducing the cost of obtaining it and make it as
accurate as possible.
The conceptual structure, within which this
research is conducted, is descriptive in nature as it brings forward the results
concerning the set objectives fact finding enquires. Moreover it describes the state
of affairs as exists at present in my research the Research Design is
DISCRIPTIVE RESERCHdesign.


Secondary Research and Literature
Review



Selection of Objective/Problem
identification
Data Collection & Tabulation
Analysis of Data
Report Preparation
Final Draft

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SOURCES OF DATA
Primary data:
Primary data are those, which are collected afresh and for the first time, and thus
happen to be original in character. It is the backbone of any study. It is obtained
from respondents with the help of widely used and well-known method of survey,
through a well-structured questionnaire. So the primary data has been taken from
different customers. In my research the source of primary data is well designed
Questionnaire.

Secondary data:
Secondary data are those which have already been collected by someone else and
which have already been passed through the statistical process. In this case one is
not confronted with the problems that are usually associated with the collection
of Original data. Secondary data either is published data or unpublished data.
Secondary data is collected from publications, journals, and magazines, Records,
web sites etc. In my research the source of secondary data is journals, internet,
and books etc.

SAMPLING PLAN
It consists of:-

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Universe of the study: The Universe is the specific group of people, Firms,
Conditions, activities etc. which form the pivotal point of research project. In my
research study the universe
Is All the buyers of branded and non branded readymade garments.

Population:
Population refers to part of universe from which the sample for conducting the
research is selected. Universe and population can be same in some researches. It
may be finite or infinite. In finite universe the number of items is certain, but in
case of infinite the number of item is infinite i.e., we cannot have an idea about
the total number of items. The population for my study is finite i.e., all the
buyers of branded and non branded readymade garments in Patna.

Sampling unit: Sampling unit refers to smallest possible individual eligible
respondent. In my study the sampling unit is single buyer of readymade garments
in Patna.




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SAMPLE SIZE
This refers to the total number of respondents selected from the population to
constitute a sample. The size of the sample should neither be excessively large, nor
too small. It should be optimum. An optimum sample is one which fulfills the
requirement of efficiency, representativeness, reliability and flexibility. The
sample size for my research is 50.
SAMPLING TECHNIQUE
In this research study, non-probability convenience sampling is opted for.
Convenience sampling is done purely on the basis of convenience or accessibility.
This sampling method has been mainly chosen because of time, financial
constraints and lack of expertise.










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OVERVIEW OF GARMENTS INDUSTRY
INTRODUCTION TO THE INDUSTRY
The Textile Sector in India ranks next to Agriculture. Textile is one of Indias
oldest industries and has a formidable presence in the national economy in as
much as it contributes to about 14 per cent of manufacturing value-addition,
accounts for around one-third of our gross export earnings and provides gainful
employment to millions of people. The textile industry occupies a unique place in
our country. One of the earliest to come into existence in India, it accounts for
14% of the total Industrial production, contributes to nearly 30% of the total
exports and is the second largest employment generating after agriculture.
Textile Industry is providing one of the most basic needs of people and the holds
importance; maintaining sustained growth for improving quality of life. It has a
unique position as a self-reliant industry, from the production of raw materials
to the delivery of finished products, with substantial value-addition at each
stage of processing; it is a major contribution to the country's economy. This
paper deals with structure, growth and size of the Indian textile industry, role
of textile industry in economy, key advantages of the industry, textile industry
export and global scenario and strength, weakness, opportunities.

The Indian textile industry is one of the largest in the world with a massive raw

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material and textiles manufacturing base. Our economy is largely dependent on
the textile manufacturing and trade in addition to other major industries. About
27% of the foreign exchange earnings are on account of export of textiles and
clothing alone. The textiles and clothing sector contributes about 14% to the
industrial production and 3% to the gross domestic product of the country.
Around 8% of the total excise revenue collection is contributed by the textile
industry. So much so, the textile industry accounts for as large as 21% of the
total employment generated in the economy. Around 35 million people are
directly employed in the textile manufacturing activities. Indirect employment
including the manpower engaged in agricultural based raw-material production
like cotton and related trade and handling could be stated to be around another
60 million.
A textile is the largest single industry in India (and amongst the biggest in the
world), accounting for about 20% of the total industrial production. It provides
direct employment to around 20 million people. Textile and clothing exports
account for one-third of the total value of exports from the country. There are
1,227 textile mills with a spinning capacity of about 29 million spindles. While
yarn is mostly produced in the mills, fabrics are produced in the power loom and
handloom sectors as well. The Indian textile industry continues to be

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predominantly based on cotton, with about 65% of raw materials consumed
being cotton. The yearly output of cotton cloth was about 12.8 billion m (about
42 billion ft). The manufacture of jute products (1.1 million metric tons) ranks
next in importance to cotton weaving. Textile is one of Indias oldest industries
and has a formidable presence in the national economy inasmuch as it
contributes to about 14 per cent of manufacturing value-addition, accounts for
around one-third of our gross export earnings and provides gainful employment
to millions of people. They include cotton and jute growers, artisans and
weavers who are engaged in the organized as well as decentralized and
household sectors spread across the entire country.
The textile industry is a group of related industries which uses a variety of
natural (cotton, wool, etc.) and/or synthetic fibers to produce fabric. It is a
significant contributor to many national economies, encompassing both small
and large-scale operations worldwide..
Subdivision of the textile industry into its various components can be
approached from several angles. According to reference, the classical method of
categorizing the industry involves grouping the manufacturing plants according
to the fiber being processed, that is, cotton, wool, or synthetics. The modern

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approach to textile industry categorization, however, involves grouping the
manufacturing plants according to their particular operation.
Wool Scouring;
Wool Finishing;
Dry Processing;
Woven Fabric Finishing;
Knit Fabric Finishing;
Carpet Manufacture;
Stock and Yarn Dyeing and Finishing.
Traditionally, the textile industry is very energy, water, and chemical-intensive.
About 60% of the energy is used by dyeing and finishing operations.
Environmental problems associated with the textile industry are typically those
associated with water pollution. Natural impurities extracted from the fiber
being processed along with the chemicals used for processing are the two main
sources of pollution. Effluents are generally hot, alkaline, strong smelling and
colored by chemicals used in dyeing processes. Some of the chemicals discharged
are toxic. Other environmental issues now considered equally important and
relevant to the textile industry include air emissions, notably Volatile Organic
Compounds (VOC).

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BRANDING
There are many different definitions of a brand, the most effective description
however, is that a brand is a name or symbol that is commonly known to
identify a company or its products and separate them from the competition.
A well-known brand is generally regarded as one that people will recognise,
often even if they do not know about the company or its products/services.
These are usually the businesses name or the name of a product, although it can
also include the name of a feature or style of a product.
The overall branding of a company or product can also stretch to a logo,
symbol, or even design features (e.g. regularly used colours or layouts, such as red
and white for Coca Cola.) that identify the company or its products/services.
For example:
The Nike brand name is known throughout the world, people can identify the
name and logo even if they have never bought any of their products.
However, not only is the company name a brand, but the logo (The tick symbol)
is also a strong piece of branding in its own right. The majority of people that
are aware of the company can also identify it (or its products) from this symbol
alone.

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The clothing and running shoe company Adidas is well known for using three
stripes on its range of products. This design feature branding allows people to
identify their products, even if the Adidas brand name and logo is not present.

BRANDED GOODS:
A brand is the identity of a specific product, service, or business. A brand can
take many forms, including a name, sign, symbol, color combination or slogan.
The word brand began simply as a way to tell one person's cattle from another
by means of a hot iron stamp. A legally protected brand name is called a
trademark. The word brand has continued to evolve to encompass identity - it
affects the personality of a product, company or service.
A concept brand is a brand that is associated with an abstract concept, rather
than a specific product, service, or business.
UNBRANDED GOODS:
An unbranded good is a good which is not recognized by a name. Goods are
treated as a commodity goods or cases where consumer are reluctant to make
brand distinctions, for example toothpicks, cloth pins. In this stage consumer
memory network consist primarily of a node identifying the product category.

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Such goods are often seen in developing countries. Information about the
product is limited to the users. So consumers are unaware about the brand.
CURRENT SCENARIO OF INDUSTRY:
Under the WTO framework, exports of textile and apparel products will be
quota-free and will only be based on market considerations namely product
attributes, pricing, promotion such as advertising, brand building and other
sales promotion techniques, physical distribution - its cost and logistics
decisions. Since the 90s, the WTO members have embarked on liberalization and
economic reforms programmes with a view to bring about rapid and substantial
economic growth and move towards globalization of the economy.
In accordance with WTO policies, there have been substantial changes in
policies such as reduction in import tariffs, binding of import tariffs, phasing
out of quantitative restrictions and pruning of the negative list of imports. The
new policies have substantially released restrictions on foreign investment,
industrial licensing, foreign exchange controls, etc. The capital market has been
opened to foreign investment, banking sector controls have been eased and
private investment encouraged. The exporting community of textiles and
clothing are continuously putting their effort in assessing the world trade
situation beyond the quota regime, when the Multi-Fiber Arrangement (MFA)

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will be fully integrated into the general WTO rules and regulations. With the
present strength and potential of the Indian textile industry, the question that
often arises is whether India has a satisfactory world share in the textile and
clothing trade. India accounts for about 21 per cent of the worlds spindleage
(second largest after China), 58 per cent of the worlds loomage and 15 per cent
of the worlds cotton production. India stands 11th amongst the exporting
nations of apparel and clothing.
However if we look at countries like Sri Lanka and Bangladesh, their export
performance of textile and clothing, especially the apparel and garment exports,
is more than satisfactory and impressive if compared to their industry strength.
Such performance in garment exports by Sri Lanka and Bangladesh is basically
due to the quota-free access given to them by the EU, the US and Canada,
whereas Indias export potential is restricted by the imposition of quota from
these developed nations.
At present, international trade in textiles and clothing is governed by the quota
regime, wherein countries like the EU, US, Canada, etc, have given quotas to
different countries for different textiles and clothing products. These quotas are
generally based on the historical exports to these countries and bilateral
relationships. Hence despite India having a strong manufacturing base and high

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export potential, it does not have enough quota to these countries. On the export
side, the most important development of the quota regime is the planned end of
textile quotas, which may provide a safe niche to the Indian textile industry.
WTO, with phasing out the quotas, moves towards globalization, but the
developing countries like India will face new challenges. For instance, doing
away with the multi-fiber arrangements in the textile and apparel sector would
only benefit those countries who had export potential, but quota restrictions
stood in their way. Those countries to whom quotas provided a shield against
their low competitive ability would lose out. The message for developing
countries is clear. In the new environment they can only go forward through
greater competitiveness. In the post quota regime, the Asian majors of textiles
like South Korea, Taiwan, Indonesia, Thailand, Hong Kong, etc are expected to
reap maximum benefit due to their respective positioning in the textile trade.
Countries like India may enjoy very little benefit due to the overall
competitiveness. With its entry into the WTO, China, too, is all set to give a
very tough competition to Indias textile marketing in the European Union and
in USA.
When we talk of competitiveness, we should concentrate more on product
quality, service quality with lower cost elements. Quality and cost

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competitiveness are both required for making room at the international trade
scenario especially when the quota regime will be over. The qualitative issues
actually have impact on the efficiency in the supply chain and business stability.
Thus these are going to gain more prominence once ATC would be integrated
into WTO rules and regulations.
If we look at the Indian textile industry, leaving the spinning sector, the
weaving and the apparel sectors are lagging behind as far as the updated
machinery and technology is concerned. Indian weaving sector is dominated by
traditional grey fabrics produced in handlooms and power looms. The apparel
sector is largely in the small scale sector, as it does not attract big investments.
This has resulted in an orthodox way of doing business, which implies that we
in the apparel trade are not as professional as our counterparts and competitors.
To be in the forefront and to be leaders in the textile trade during the quota free
regime, the quality and cost part must be considered more seriously. This is
because, more market share would move to those countries who can provide
quality products at very competitive prices when the whole international market
will be free for all.
The quality in the textile sector is to be built into the products through quality
of designs, quality of processes, quality of human resources, quality of

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management, quality of leadership and above all quality of strategic response to
turbulent external environment despite which businesses are expected to perform
the world over. Therefore, to survive in such an environment we need to go for
modern technology and should emphasise on the quality of finished products.
The government should emphasise and introduce the global quality standards
like ISO 9000 and ISO 14000 in the production of textile products.
In the post quota scenario, it will become important that our industry focus
more on the production of fine quality processed cloth. A major portion of good
quality yarn should be utilised domestically in the organised mills sector for the
production of high value-added fabric of better quality. And then later this
fabric should be used in the production of garments. As garments provide the
highest value-added product among the textile items, maximum focus should be
towards the units producing garments. A market-oriented strategy must be
introduced to capture a good share of the international market. Product
differentiation must also be done through the promotion of brand names and
advertising. Infrastructure in terms of communication services, export
procedures, appropriately trained manpower, material inputs and transport
facilities, as well as stable enforceable contracts with foreign investors are also

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needed. Otherwise, any increase in the share or the maintenance of the current
share in the global market would be difficult.
It is heartening that India currently exports more than 100 garment product
categories along with its customary yarn and fabrics. Many of the worlds
leading companies like Banana Republic, Tommy Hilfiger, Gap, Liz Claiborne,
Polo, etc are already sourcing goods from India. With traditional relationships
with the worlds major producers, we hope that our exports would achieve new
heights in the post quota regime.
Coming back to the synthetic textiles industry, it is getting stronger and stronger
and Indias share in the world trade of synthetic textiles has marginally
improved to 3.50 per cent over the previous years. Indias export of synthetic
and rayon textiles has been increasing steadily over the past decade and reached
an all-time high of Rs 7630 crore during 2002-03. The export growth is more
than 29 per cent during 2002-03 as compared to 2001-02 and the Synthetic and
Rayon Textiles Export Promotion Council (SRTEPC) is expecting the export
growth to continue even in the post-quota regime. Currently, Indian MMF spun
and blended fabrics (grey and processed) and blended yarn are exported under
quota (Cat. 3, Cat. 3a and Cat. 23) to the European Union. It is worth-
mentioning that category 3, 3a and 23 account for only around eight per cent of

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the total exports of MMF textiles. So in the quota-free regime, India has to
compete with rest of the world for this eight per cent of its total export, which
would not be difficult.
As far as USA is concerned, it is one of the most important markets for Indian
textile products. In the textile category, USA is the major buyer of MMF textile
items, as the share of MMF textile imports in the total textiles accounted for
more than 51 per cent during 2002. The share during January-June 2003 has
risen to 52.52 per cent, whereas the share of cotton textiles declined marginally
from 37.77 per cent in January-June 2002 to 37.08 per cent in January-June
2003. The share of wool and silk textiles constitutes 7.86 per cent and 2.88 per
cent in 2002 and in the current year the same trend is maintained.
Quota is one of the major impediments for Indian MMF textiles to make a big
impact in the US market at present. It has been observed that Indian export
growth has been impressive for major MMF textile items, which were removed
from the quota regime.
When all the products would be integrated into WTO rules and regulations (49
per cent of the products to be integrated in Phase-IV on January 2005), then
Indias exports to USA would further increase with a higher market share.

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With the phasing out of quotas, the process of tariff and non-tariff negotiations
at the WTO is also getting streamlined by January 2005. Under the tariff
negotiations of WTO, all the member countries should finalize the bound rates
of import tariff. Since earlier the domestic markets were given protection
through high tariff rates, the WTO mandate for tariff negotiations now would
not allow the imposition of import tariffs beyond a certain limit. It is therefore
expected that the non-tariff barriers would be more prominent in the post-quota
regime. Thus, though, the new global trading system would reduce the chances
of developed countries adopting protection measures unilaterally, they can still
use their economic clout to their advantage by imposing non-tariff barriers.
Currently Indian exports are affected by a series of non-tariff barriers also from
the developed countries including anti-dumping measures, unilateral rules of
origin, disproportionate phasing out of quotas, banning the use of various dyes,
etc. As we have already mentioned that the non-tariff barriers would be more
prominent even in the WTO regime, the Indian textile industry should be
prepared to handle there NTBs properly, so that exports should not be affected
much.


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COMPANY PROFILE
About us
ITC's Wills Lifestyle presents a complete fashion wardrobe that complements
every facet of your personality at work, when you are relaxed, while you party
and for those special occasions. Discover a tempting range of designer
wear,work wear, relaxed wear, club wear and fashion accessories.
Wills Signature
Presenting an exquisite line of designer
wear, that brings to you the magic of
fashion's grandest celebration - Wills
Lifestyle India Fashion Week.
Wills Classic
Showcasing the epitome of new age luxury.
Featuring the finest shirts complemented by
exquisitesuits and jackets, made by master craftsmen.
Experience a new language of charming sophistication this season.
Wills Sport
Vibrant designs create magic in breezy fabrics. Racy
stripes and enchanting details add charm to the purest
linen and cotton.


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Wills Clublife
Club Wear inspired by the allure and intrigue of the dark.
Sensuous fabrics and seductive patterns add to the magical
enchantment. Charm in style.

Our Stores
Wills Lifestyle is a chain of exclusive specialty stores providing a truly
international shopping experience through world-class ambience, customer
facilitation and clearly differentiated product presentation. Our stores have
established themselves as preferred shopping destinations in the prime shopping
districts across the country. At Wills Lifestyle, customers can browse at leisure,
and shop in a relaxed and pleasing atmosphere. Every Wills Lifestyle store
offers an international retailing ambience, reflecting the most contemporary
trends in store design, thereby creating a splendid backdrop for the premium
offering.
Our Milestones
The brand has created a distinctive identity in the premium western wear
market. In the past it has been declared"The Most Admired Women's wear
Brand of the Year" and the "Most Admired Exclusive Retail Chain of the Year"

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at the Images Fashion Awards. This year, it has been declared the "Most
Admired Fashion Brand of the Year - Fashion Forward". Wills Lifestyle has
also been accredited as a Superbrand by the Superbrand Council of India and as
one of Asia's Most Promising Brands by the World Consulting & Research
Corporation.


Looking Ahead
As the country's most admired fashion brand, Wills Lifestyle looks forward to
an exciting tomorrow of change. Our customers will enjoy the coming up of more
exclusive Wills Lifestyle stores in the emerging premium mall & high street
catchments.





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Our Milestones
The brand has created a distinctive identity in the premium western wear
market. In the past it has been declared"The Most Admired Women's wear
Brand of the Year" and the "Most Admired Exclusive Retail Chain of the Year"
at the Images Fashion Awards. This year, it has been declared the "Most
Admired Fashion Brand of the Year - Fashion Forward". Wills Lifestyle has
also been accredited as a Superbrand by the Superbrand Council of India and as
one of Asia's Most Promising Brands by the World Consulting & Research
Corporation.


Club ITC - A World Apart
Experience the grand coming together of fine fashion and fine living with Club
ITC - a distinctive loyalty programme brought to you by ITC.
Club ITCs privileges are manifold from recognition led benefits to rewards
and more Your Point earnings will now accumulate faster as each time you
stay at over 45 participating ITC Hotels or shop at over 95 Wills Lifestyle
Stores, you will earn Green Points on all eligible spends*, redeemable against a
host of rewards.

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Where every indulgence enriches the planet. Coming as it does from ITC Ltd.,
the only Enterprise in the world of its comparable size to bewater positive,
carbon positive and solid waste recycling positive.

Aspire for Club ITC Gold and Platinum
Benefits Silver Gold Platinum
ITC Hotels
Earning of Green Points on eligible spends
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Gift Certificate of ~500 on completion of 3rd stay
**


Suite upgrade Certificate on completion of 5th stay
**


Free weekend night Certificate on completion of 12th stay**

Earn Green Points on fine dining experiences even as a non-
resident guest(on a minimum eligible spend of
2000)


No extra room charge for accompanying spouse

50% off on published room tariff of suites on weekends (nights of
Fri/Sat)


Priority on room reservations with a 72 hour notice

Upgrade to Best Rooms, including Standard Suites, on
availability, at check in


In-room welcome amenities

Complimentary in-room hi-speed internet (HSIA)

Compimentary in-room tea/coffee service throughout your stay

Access to the exclusive Towers Club/Upper Crust Lounges, even as
a non-resident guest


Late check-out till 4 p.m. subject to availability




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ITC's Lifestyle Retailing Business Division has established a nationwide
retailing presence through Wills Lifestyle & John Players.
Synonymous with elegance and style that is effortless and chic, Wills
Lifestyle presents a premium fashion wardrobe for men and women. Offering a
tempting choice of Wills Classic formal wear, Wills Sport relaxed wear, Wills
Clublife evening wear and Wills Signature designer wear, Wills Lifestyle offers
a truly delightful shopping experience for the discerning customer.
John Players embodies the spirit of the modern youth that is playful, fashionable
and cool. John Players presents a complete wardrobe of meticulously crafted
smart formals, trendy casuals, dazzling party wear, edgy denims & accessories
incorporating the most contemporary trends in an exciting mix of colours, styling
and fits.






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Awards
ITC's Lifestyle Retailing Business has won numerous awards for its quality, marketing and
product excellence:
LRBD has won several Images Fashion Awards over the years:
2009: Most admired Fashion Brand of the year - Fashion Forward - Wills Lifestyle
2007: Most Admired Fashion Campaign - John Players
2005: Most Admired Shirt Brand of the Year - John Players
2004: Rising Star Brand of the Year - John Players
2003: Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle
2002: Most Admired Women's Wear Brand of the Year - Wills Sport
2001: The Most Admired Brand Launch of the Year - Wills Sport
The Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle.

WILLS LIFESTYLE
The Wills Lifestyle Experience

Synonymous with elegance and effortless style, Wills Lifestyle presents a premium fashion
wardrobe for men and women. With a tempting choice of Wills Classic formal wear, Wills

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Sport casual wear, Wills Clublife evening wear, Wills Signature designer wear, Essenza di
Wills fine fragrances, Fiama di Wills bath & body care products and premium accessories,
Wills Lifestyle offers a truly delightful experience for the discerning consumer.
Wills Lifestyle has been established as a chain of exclusive specialty stores providing the
Indian consumer a delightful shopping experience through world-class ambience, customer
facilitation and clearly differentiated product presentation. Our stores have established
themselves as preferred shopping destinations in the prime shopping districts across the
country.
At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and pleasing
atmosphere. The use of space is refreshing, which is reflected even in the spacious changing
rooms. Every store offers an international retailing ambience with the extensive use of
glass, steel and granite, reflecting the most contemporary trends in store design, thereby
creating a splendid backdrop for the premium offerings.

Wills Lifestyle was named Superbrand 2012 by the Superbrands Council of
India. Wills Lifestyle has also been declared one of 'Asias Most Promising
Brands by the World Consulting & Research Corporation.

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Wills Lifestyle is the title partner of the country's most premier fashion event -
Wills Lifestyle India Fashion Week. Taking the celebration of the event to its
stores, Wills Lifestyle has partnered with several leading designers including
Ritu Kumar, Rohit Bal, JJ Valaya, Ranna Gill and Rohit Gandhi - Rahul
Khanna co-creations are now available at Wills Lifestyle stores.

Wills Sport


Wills Classic


Wills Signature


Wills Clublife












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ANALYSIS AND FINDNG
In this part, the questions are individually taken up to state the rationale
behind each of them being taken up as part of the survey. The brands included
for the purpose of analysis are Benetton, Wills Lifestyle, Levis, Van Heusen,
Louis Philippe & Allen Solly.

1. Which brand do you usually shop from? (Rank from 1 to 6 in order of
preference, 1 being the highest)
The first question is included to analyze the shopping preferences of the people
shopping the target market. It asks the respondents to rank the brands according
to their shopping preference or most frequently visited brand.
Individual, brand-wise rankings are given below.





23%
21%
20%
6%
12%
8%
10%
Benetton
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
No
Opinion
We can see that maximum number of
people who voted for Benetton also
consider it as their most frequently
shopped from brand. 23% of the people
voted it at Rank 1; 21% at Rank 2; and
20% at a Rank 3.

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16%
19%
23%
16%
7%
10%
9%
Wills Lifestyle
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
No Opinion
32%
21%
15%
13%
7%
5%
7%
Levis
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
No Opinion
Wills got an overall 83 votes out of
which 23% respondents said it was their
third most preferred brand. 16% voted
for it as the 1
st
and 4
th
most preferred
brand. And a good 19% i.e. 17 people
said it was their second choice for
shopping.
Levis had the maximum
number of people voting in
favor of it as the number 1
choice for shopping. A good
32% indicates the same.
Overall, it shows a consistent
pattern with 21%, 15%,
13%, 7, 5 & 7% ranking it
on 2
nd
, 3
rd
, 4
th
, 5
th
and 6
th

position respectively.

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19%
11%
9%
10%
18%
15%
18%
Van Heusen
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
No Opinion
8%
14%
12%
8%
17%
19%
22%
Louis Philippe
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
No Opinion
Louis Philippe shows a
maximum percentage of 22%
for No Opinion, i.e. a large
number of people interviewed
did not consider LP as a
favored brand to shop from.
Apart from this 19%
respondents have ranked it at
No. 6 and 17% at No. 5.
14% also favored it as at a
Rank 2.
Van Heusen had the highest
percentage at Rank 1 with
19% and a very close 18% for
Rank 5 & No Opinion.

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6%
14%
19%
19%
15%
15%
12%
Allen Solly
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
No opinion
Allen Solly shows a
consistent trend all through
with a highest of 19% for
Rank 3 & 4; 15% for rank 5
& 6; and 14% & 12% for
rank 2 & no opinion
respectively.

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2. What attracts you to the following stores? (For each brand, please
give a ranking of 1 to 6 to the mentioned parameters.)

This question attempts to gauge the why behind the preference of brands in the
first question. It attempts at gaining an insight into the customers mind as to
which parameters out of the six mentioned here attract a customer towards
choosing a store over another. These parameters are Brand Image, Look of the
Store, Product Quality, Styles/ Variety, Customer Service, & Price.
Since the most attractive parameter is marked as 1 and the least attractive as 6,
the parameters with the lowest mean are the most favored factors for that
particular brand and the ones with the highest mean are the least favored.















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3. The first word that comes to your mind when you think of:
The word association method tells us the perception of the brand in the
customers mind and how it would influence his brand selection decisions at the
time of shopping.
The one word definitions for the brands were as follows:
Benetton Colors, Casuals, Funky, Cool.
Wills Lifestyle Fashionable, Stylish/Trendy, Classy, Quality,
Expensive.
Levis Jeans/Denims, Awesome, Comfort/Casual.
Van Heusen Formals, Elegance, Good Fits, Style.
Louis Philippe Official Wear, Class, Formals.
Allen Solly Formals, Fridays, Quality, Affordable.
Implications of the perception of these brands
Benetton people wanting a cool & vibrant kind of look would choose
Benetton as their shopping destination. E.g I want to buy something
nice & colorful today! would lead a person to choosing Benetton.
Wills Lifestyle would be preferred by fashion conscious people &
shoppers for evening or party wear. Also assurance of quality to
customers comes from this brand.
Levis for comfort wear or simply the one stop shop for denims.
Van Heusen a person looking for well fitted & elegant formals would
certainly choose to purchase from a Van Heusen store.
Louis Philippe again, for people looking for official wear.
Allen Solly it offers quality formals at affordable prices to people.

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4. Do you associate any of the brands with having a global image?
A large number of respondents associated Benetton & Levis with having a
global image. This shows their awareness & consciousness towards these brands.
Though Van Heusen, Louis Philippe & Allen Solly are also brands of
international origin, the brand recognition for them as global or
international is less.
On the other hand, Wills Lifestyle has 29% of the people recognizing it as a
brand of global eminence. It shows that the brands image & its offering goes
well with the audience and in turn acts in favor of it.










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5. What do you like/dislike about the brand you most frequently shop
from? (Brand Name: )
Here the customers favorite brand or the brand where he/she most frequently
shops from is selected and the reasons behind his selecting that brand on the
basis of the parameters like price, quality, service, variety & visuals are
gauged.

Figure : Overall brand preference.
According to the responses obtained through the survey, four people selected
Allen Solly as the brand they most frequently shop from; Eleven people chose
Benetton; Ten people Levis; Three Levis; Four Van Heusen; and Ten Wills
Lifestyle. We can see that as compared to the formal wear brands, Wills
Lifestyle is much ahead with 24% as compared to 10%, 9% & 7% of Allen
Solly, Van Heusen & Louis Philippe respectively.

Benetton
22%
Wills Lifestyle
18%
Levis
24%
Van Heusen
12%
Louis Phillippe
18%
Allen Solly
6%

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6. Suggestions for the brand above (or any other brand):
It is an open ended question for the customer to give any statements or
suggestions about a particular brand.
A general suggestion for all the brands was to lower their prices. Majority of the
respondents felt that these brands were too expensive. This shows the price
sensitivity of the customers.
A few people, suggesting for Benetton, commented on the quality of its
products. They said that the quality of the fabrics used by Benetton could be
improved. Also, a few people felt that the customer service provided at Benetton
was not up to mark and should be improved.
For Wills, many people felt the pinch of the prices. Apart from that, many
females felt that larger sizes in women apparel were what Wills was lacking in.
A few respondents also mentioned the need for outer-branding on the garments
of Wills.




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SELF OBSERVATION
United Colors of Benetton
Look of the Store
o Visibility from outside Sober lighting with a creamish-yellow
effect. The whole store is visible from outside at one go which
works as a marketing technique in itself for the merchandise.
o Displays Huge and catchy displays are especially visible at the
first floor. The displays are full of colors & show happy expressions
on the faces of the models.
o Size relatively small store with approximately 2100 sq. ft. of
selling space.
Layout
o Mannequins A lot of display has been done through the use of
mannequins. Six female mannequins & seven male mannequins
have been used.
o Fixtures
Low height rectangular tables are used to display tops and t-
shirts, again with the purpose of easier accessibility to
merchandise.

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Small and light colored wooden panels are used to stack
merchandise. These wooden panels are alternated with bars
for hangs.
Market Activity
o Promos Assured voucher of Rs. 500 on purchases worth Rs. 3999.
Started on 29th of April.
o Benetton has come up with its new store in inner circle, Block E.
Price Points
o Casuals Rs. 299 (t-shirt) to Rs. 4999 (jacket)
o Formals Rs. 599 (shirt) to Rs. 6999 (formal suit)
o Accessories Rs. 299 (flip-flops) to Rs. 3999 (handbags)
VAN HEUSEN
First look at the Store
o Visibility from outside a very bright looking store. Use of
prominent bright yellow lights with clean white interiors.
o Size comparatively huge store with an area of approximately
7000 sq. ft. It has a high ceiling with mannequins displayed at a
high level.
o Advert on window announcing the New Season Launch.

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Mannequin
display in the
middle of the
store catches
attention at Van
Heusen Women

Layout
o Mannequins 4 for the main window display along with 3
mannequins in the middle of the store which is a very unique
mannequin display as compared to the other brands.












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Devising Promotional Strategies based on Customer Profiling.

In accordance with the study conducted outside the store, to measure the
effectiveness of the brand it was also important to note the trends occurring
inside the store. Therefore a small project was taken up towards the end of April
to do an in-store study of the buying patterns of customers as well as the sub-
brand performance (Sport, Classic, Clublife, and Signature).
In this project basically a customer profiling was done. It aimed at observing the
trends or buying patterns of the customers based on their age, gender, and the
hour at which they visit & purchase from the store.
A record of 840 transactions has been made, which includes the trend for the
period of one month.
Limitations:
The mapping for the age of the shopper is done on the basis of
assumption.
The tracking is done from 3 p.m. to 8 p.m. only



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On the basis of the above observations the following promotional
strategy has been devised.
PROMOTION NAME:Fashion by Wills
PROMO OPTION 1: Buy Wills Signature collection worth Rs. 2500 (or above)
& get Gift Vouchers worth Rs. 500. (Gift vouchers applicable on accessories &
Essenza Di Wills)

PROMO OPTION 2: Buy Wills Signature collection worth Rs. 2500 (or above)
& Pick Fiama Di Wills worth Rs. 250.

TIMINGS (during which promo is applicable): Applicable between 1 p.m. & 4
p.m. on weekdays.










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SUGGESTIONS
Customers like best quality product at any price, so companies should add
latest technologies to their products.
After sale services is the area where branded and non branded company can
highly satisfy the existing customers, because they can make more customers
through their word of mouth. So Indian and international company should
provide latest and realible sevices to their customers.
Customers behaviour is always looks for some extra benefit with purchasing.
They demand for affordable price for products and gifts with purchasing.
International companies should make strategy to cater every income group
customers in city. Upper income group are affordable to purchase, but lower
group is not. So International companies makes policies for to send their
product and every home.
The companies give more emphasis on advertising to create market awareness
and make Brand image in the minds of customer.





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CONCLUSION
As the research has shown the comparison between customer buying behaviour
regarding Branded and Non branded readymade garments in recent time. Since
the consumer buying behaviour is the important factor to forecast the sale of any
product on a particular area. So company should keep close eye on the market
situation. Yet, customers were price sensitive. But the changing market trend
and customer view and preference showed that customers are quality sensitive.
They want qualitative product, easy availability of the product, and better
performance by the product. These days no of customers buying things from
malls are increased. Also the frequency to visit the malls has been increased.
Thats why people are brand conscious. They feel satisfied with the range of
product available here.
From my research point of view we can conclude that there is maximum
preference towards Non branded cloths. Because branded cloths are costly than
the non branded cloths.







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BIBLIOGRAPHY
BOOKS:
Name of the book :- Marketing research
Author :- Philip Kotler
Name of the book :- Marketing research
Author :- Mr. Kothari.
MAGAZINES, JOURNALS AND NEWSPAPERS:
Journals published by Nexgen International
Auto India, Business World
INTERNET:
www.garmentindustry.com
www.google.com
www.wikipedia.com