Professional Documents
Culture Documents
SUBMITTED TO
MR.SHASHANK MEHRA
E&L CORDINATOR
AMITY BUSINESS SCHOOL
NOIDA
SUBMITTED BY
ANSHUL BHARDWAJ
ROLL NOAU200524103
SECA
CONTENTS
Acknowledgement
Reason for choosing the topic
CHAPTER -1
1. Project definition
2. Methodology
CHAPTER 2---- Branding
1.
2.
3.
4.
5.
6.
7.
8.
9.
CHAPTER-6
1. Analysis and recommendations
2. Conclusion
CHAPTER-8
1.Executive summary
CHAPTER -9
1. References
2. Questionnaire
CERTIFICATION
Faculty
Mr. Shashank Mehra
Faculty Marketing
Amity Business School
Student
Anshul bhardwaj
MBA 2nd year
Amity Business School
Acknowledgement
First and foremost I would like to convey my gratitude to my guide Mr.Shashank Mehra
for his guidance and support during the course of dissertation .He has been a remarkable
source of inspiration and guidance over the past weeks.
My special thanks are also conveyed to my fellow student and friends. It is the
interactions amongst ourselves where we have learnt some crucial lessons to life and also
grown as individuals
Lastly but always my parents, whom I shall forever be graceful for their encouragement
and love and their belief to see me successful in life
Research methodology
Following is the blue print of how the research was conducted, it includes:
1) Choosing the approach
2) Determining the types of data needed
3) Locating source of data
4) Choosing a method of data
Secondary data
Secondary data is one that already exits and is collected from published source
The source from which secondary data were collected are
1) Newspapers and
2) Magazines
3) Internet
Primary data
The primary source of data refers to the first hand information. Primary data was
collected during the survey with the help of questionnaires.
Sample Population
Population is the specific group of people which form the pivotal point of the research
project. For developing and using the sample it becomes the primary duty of the
researcher to define the population from which to draw samples. Sample population is
:
Middle to upper income group
Age -- 20-30
Sampling method
There are two main categories under which the sampling methods can be put. They
are
1) Probability sampling
2) Non probability sampling
During the project non-probability method of sampling has been used. In this method
the chance of any particular unit in the population being selected is unknown. The
three most frequently used non probabilistic design are:1) Judgment
2) Convenience
3) quota sampling
Research purpose:
Measuring the changing buying habit of youth with reference to textile
Measuring the key determinants, which motivates youth to purchase
India brand or foreign brand.
Demographic and psychographic profiling of the youth
Research design:
The survey research has been conducted by filling up the questionnaires with 100
sample size covering Delhi - NCR region. Descriptive research has been used in this
study.
BRANDING
A brand is a product from a known source (organization). The name of the organization
can also serve as a brand. The brand value reflects how a product's name, or company
name, is perceived by the marketplace, whether that is a target audience for a product or
the marketplace in general (clearly these can have different meanings and therefore
different values). It is important to understand the meaning and the value of the brand (for
each target audience) in order to develop an effective marketing mix, for each target
audience. The value of the brand for a web-based company may have heightened
importance due to the intangible nature of the web.
A successful brand is the most valuable resource a company has. In fact, one authority
speculates that brands are so valuable that companies will soon include a statement of
value addendum to their balance sheets to include intangibles such as the value of their
brands.
Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In
other words, consumers associate the value of a product with the brand. For example, the
value of Kodak, Sony, Coca-cola, Toyota and Marlboro is indisputable. One estimate of
the value of Coca-cola, the worlds most valuable brand, places it at over $35 billion.
How does a brand create value to the customer? Why do certain brands have more value
than others? Naturally, companies with such strong brands strive to use those brands
globally (extend them).
The purpose of this paper is to review literature on the core associations of brands used
to position brands as strategies to create competitive advantages.
Branding a small or emerging business is key to the early success of that business. It is
the quickest way for the company to express who it is and what it does. Inaccurate
branding of a new business can make it difficult for people to fundamentally understand
why the business exists in the first place.
For start-up and small businesses, branding can often take a backseat to other
considerations, such as funding and product development. This is unfortunate; a
company's brand can be key to its success. Dollar for dollar, it is as important and vital as
any other start-up activity.
Recently, a software management company, temporarily named Tally Up, invested in a
branding assignment. Its flagship product, a software suite that tracks and runs bonus
incentive plans, needed a clear identity and platform to appeal to its target audience -primarily financial executives. The name Tally Up, while somewhat descriptive, didn't
capture the correct level of sophistication to attract the appropriate clientele. Tally Up
retained a branding consulting company who recommended the name Collides (Latin for
"expert and skillful") to effectively communicate their positioning in an instant. The new
name communicates a similar concept but on a completely different level. Callidus
positions the software product correctly.
Brand Associations
2.1 Perceptual Dimensions of Brand Associations
As noted elsewhere in this paper, brand association is anything that is linked in memory
to a brand. The association reflect the fact products are used to express lifestyles whereas
other associations reflect social positions, and professional roles. Still others will reflect
associations involving product applications, types of people who might use the product,
stores that carry the product, or salespeople who handle the product or even the country
of origin. Keller (1998) defines brand associations as informational nodes linked to the
brand node in memory that contains the meaning of the brand for consumers.
These associations include perceptions of brand quality and attitudes towards the brand.
Keller and Aaker both appear to hypothesize that consumer perceptions of brand are
dimensional yet many of the dimensions they identify appear to be very similar. The
damage that a good or a service has in the mind ofthe consumer - how it is positioned
probably more important to its ultimate success than are its actual characteristics.
Marketers try to position their brands so that they are perceived by the consumer to fit a
distinctive niche in the marketplace - a niche occupied by no other product (Schiffman
and Kanuk, 1994)
According to Aaker (1991) there are at least nine brand associations. The associations
convey either the concept, or the meaning ofthe product in terms of how it fulfils a
customers need. In todays highly competitive environment a distinctive product image
is most important. As products become more complex and the market place more
crowded, consumers rely more on the products image than its actual attributes in making
purchase decisions.
One of the brand associations that a firm can use in differentiating its product is
Customer benefit Customer benefit refers to the need that is satisfied by a product. For
example, cavity control by a toothpaste is a customer benefit. Customer benefit may be
rational, psychological (emotional) benefit, or self- expressive benefit. A rational benefit
is closely linked to a products attribute and would be part of a rational decision
process. A psychological benefit relates to what feelings are engendered when buying
and! or using the brand . An example of a rational benefit for a computer
To a consumer would be its ability not to loose work whereas a psychological benefit
Would be the feeling of being professional. For a car, the emotional benefit would be the
Feeling of safety when driving it as a driver of a Volvo car would testify.
The self-expressive benefit relates to the ability of a brand to help a consumer to
communicate his or her self-image. Since consumers have multiple roles, the consumer
has an associated self-concept and a need to express that self-concept. The purchase and
use of brands is one way to fulfill the need for self-expression (Aaker, 1991). He gives
the example of a consumer who may define him/herself as successful and powerful by
driving a Mercedes Benz,
Product attributes
These refer to a products characteristics. Attributes are associated with a products
rational benefit. For example, a Volvo cars attribute is durability. Similarly, a
shampoos attribute would be its safety to use every day. A marketer requires to identify
an attribute that is important to a major segment and not already claimed by a competitor,
e.g an attribute that offers something extra (like features or services that offer something
better). The identification of an unmet customer problem can sometimes lead to an
attribute previously ignore by competitors (Aaker, p. 115). Indeed, unmet needs are
strategically important because they can represent opportunities for firms that want to
make major moves in the market.
Use / application
A marketer can associate a brand with a particular use or application. For example, a
beer can be associated with good friends in a warm social setting. A study ofthe coffee
market revealed that there were nine relevant use contexts for coffee (Glen, et al, 1984).
User / Customer
Another way of positioning a brand is to associate it with a type of user or customer.
This involves identifying the brand with its target segment. For example, a brand can be
associated with those who are interested in weight control as would be the case of a new
drug.
Celebrity /Celebritv
This is the individual who endorses a brand. Linking a celebrity with a brand can transfer
associations such as reliability, strength, performance, and so on. The extend to which
the association can be linked to the celebrity depends on how credible the person is
perceived by the audience. Specifically, a source is more persuasive when the audience
perceives him or her as highly credible than when perceived s being low in credibility
. In other words, the person need not be credible but it is how the
consumers perceive him.
Lifestyle / Personality
The brand can be viewed as a person. Like a person, a brand can be perceived as being
competent, trustworthy, active, or youthful (Aaker, 1996). A brand personality may help
communicate a products attribute and thus contribute to a functional benefit. Similarly,
it can help create a self-expressive benefit that becomes a vehicle for the customer to
express his or her own personality.
Competitors
A firm positions its brand using the organizations attributes such as innovation, a drive
for quality, and a concern for the environment. A firm can position its brand with respect
to a competitor. Sometimes it is not important how good customers think a firm is, but
how they believe it is better than a given competitor. While this brand association can be
accomplished by comparative advertising, it is not usually allowed in some countries.
The model shows that a product is of value to the customer and hence it can be bought to
satisfy a need depending on its attributes, its use, or whether it can be associated with a
particular customer group. Similarly, a consumer will consider a product as being
valuable if he/she can associate it with a certain celebrity, lifestyle or country of origin.
Proponents of brand positioning suggest that brands should develop distinct images and
that these images will attract specific consumer segment .
Consequently, the consumer segment will see the brand as being valuable to them. How
do marketers determine the brand associations that convey the value of a brand to the
consumer? Association research (research on brand associations) is important to
marketers since they would want to gain an insightful picture of how a brand is perceived
by consumers as well as its competitors. The techniques that have been utilized by firms
to measure brand associations form part ofthe next section.
Country of Origin
Refers to the country where the product was manufactured. This information determines
customs charges and taxes in certain countries. Certain countries may entirely bar
shipments from certain other countries. In select countries, a notarized certificate of the
country of origin may significantly lower the taxes levied
Country of origin is the country where the merchandise was grown, mined or
manufactured, in accordance with US Customs Regulations. In instances where the
country of origin cannot be determined, transactions are credited to the country of
shipment. Certain foreign trade reports show country subcodes to indicate special tariff
treatment afforded some imported articles.
One more strategic option that a marketer has is to associate a brand with a country. The
country of origin has an effect on the markets perception of a product - either a positive
or a negative perception. A company competing in global markets may manufacture
products world-wide and when the customer becomes aware of the country of origin,
there is the possibility that the place of manufacture will affect product/brand image . The
influence may be to add credibility or to lower it.
Country of origin is the country where the merchandise was grown, mined or
manufactured, in accordance with US Customs Regulations. In instances where the
country of origin cannot be determined, transactions are credited to the country of
shipment. Certain foreign trade reports show country subcodes to indicate special tariff
treatment afforded some imported articles.
1. Problem/Need Recognition
How do you decide you want to buy a particular product or service? It could be that your
DVD player stops working and you now have to look for a new one, all those DVD films
you purchased you can no longer play! So you have a problem or a new need. For high
value items like a DVD player or a car or other low frequency purchased products this is
the process we would take. However, for impulse low frequency purchases e.g.
confectionery the process is different.
2. Information search
So we have a problem, our DVD player no longer works and we need to buy a new one.
Whats the solution? Yes go out and purchase a new one, but which brand? Shall we buy
the same brand as the one that blew up? Or stay clear of that? Consumer often go on
some form of information search to help them through their purchase decision. Sources of
information could be family, friends, neighbours who may have the product you have in
mind, alternatively you may ask the sales people, or dealers, or read specialist magazines
like What DVD? to help with their purchase decision. You may even actually examine the
product before you decide to purchase it.
4. Purchase decision
Through the evaluation process discussed above consumers will reach their final
purchase decision and they reach the final process of going through the purchase action
e.g. The process of going to the shop to buy the product, which for some consumers can
be as just as rewarding as actually purchasing the product. Purchase of the product can
either be through the store, the web, or over the phone.
Peoples social status will also impact their behavior. What is their role within society?
Are they Actors? Doctors? Office worker? and mothers and fathers also? Clearly being
parents affects your buying habits depending on the age of the children, the type of job
may mean you need to purchase formal clothes, the income which is earned has an
impact. The lifestyle of someone who earns 250000 would clearly be different from
someone who earns 25000. Also characters have an influence on buying decision.
Whether the person is extrovert (out going and spends on entertainment) or introvert
(keeps to themselves and purchases via online or mail order) again has an impact on the
types of purchases made.
To summaries:
There are five stages of consumer purchase behavior
Problem/Need Recognition
Information search.
Evaluation of purchases.
Purchase decision.
Post purchase behavior.
Culture has an impact on the company.
Marketers should take into account Maslows hierarchy of needs.
Inception
of an Idea
or product
name or
symbol of
product
successful
launch of
product
Brand
recognition
Top of
mind
recall
Above process shows the way in which a true brand is born and becomes deep rooted in
minds of the customers.
Understanding the customers, their needs, likes and dislikes helps to know what
the customers want.
Analyzing the competition: Competitors are companies which satisfy the same
customer needs. Once a company identifies its primary competitors, it must
ascertain their characteristics, specially their strategies, objectives, strengths and
weaknesses, and reaction patterns.
A customer value analysis should be carried out to reveal the company's strengths
and weaknesses relative to various competitors.
After the desired features are incorporated in the product and it is given a name, its future
lies in a launch that positions it at the right place and right time. A company should thus
know where it's customers are. Aggressive advertising coupled with proper distribution
will ensure proper availability of the product. In case of a long lasting product, attention
should be paid to after sales service, which plays a major role in differentiating between
two
companies.
Brand recognition:
A Company has only one chance of impressing a customer through a first class product
and so once a customer is satisfied with the product and he goes for a repeat purchase
brand recognition results. The consumer now recognizes the product with its name and
attributes. He associates the product with a set of assets and qualities and this creates
brand equity for the product.
Creation of a strong brand as has been said does not end in launching a brand but ends
where its forms an identity of its own. Successful creation of a brand depends on the
following attributes:
Brand awareness:
Your product enjoys top of the mind recall in that category of products.
Perceived quality:
There is a reason to buy your product as you have differentiated your product from
others. It is the customer's perception of the overall quality or superiority of a product or
service wrt its intended purpose, relative to alternatives.
Brand associations: Your brand is associated with certain emotions, feelings, and
qualities and also with some tangible benefits like freebies.
Brand loyalty: Consumer returns back to your product even after having a choice of
many other products in market.
Creating and maintaining Brand Loyalty
Treat the customers right
Stay close to the customer
Measure/manage customer satisfaction
Provide extras
If a company ensures that its brand passes through all above stages successfully then it
will be a mother of a successful brand that is born to stay in the mind and heart of the
consumer and this is how a product band and a corporate image is created.
NEW GENERATION
Most technophobes
Grew up with stable government Grew up with constantly shaky coalitions; mare
led by on party; upper cast
voice for lower castes
domination.
Favored medical, engineering,
or civil service as carrier
Alcohol
Automotive
Apparel
Accessories
Foods
Next, 2,600 pieces of advertising from across 150 odd brand were compiled and
analyzed . the ad were decoded for emotive payoffs, kind of appeal, the relationship
they depicted, the setting/ambience used and the language used.
What was discovered is that as far as this segment is concerned , there are dominant
eight rituals that advertising either reflects, forms or cues in to consciously or
subconsciously.
1. The first of these is an oriented towards success with a desire to make an
arrived in life statement about the self. This can, of course, have an external and
internal manifesto. The advertising for brand such as van heusen(power dressing),
arrow(refinement) and mc dowells signature (the young ceo) exemplify the desire
to make a badge of success.
2. The need to stand out in crowed is another behavioral trait. The need to be
distinct and get noticed , may not noticed through one-upmanship or by stoking
envy in peers, is real. Ads that plug this need gap include the ones for nokia
8310, kinetic GF and dockers.
3. I am like that only with a vengeance is the third behavioral cluster. The
strong individualistic streak is hard to suppress, with an accent on being
unconventional, discarding set rules and making ones own rules. The advertising
for sprite, hugo, boss, and weekender celebrities this is my own way sprit.
4. Building bridges is another dominant trait. Here , the need to be an integral
part of society and culture seems to be the driver , so the so called generation gap
collapses as father- son and uncle nephew bonding takes over.
5. there is a melding of the east and the west , where tradition are adhered to, but
on more contemporary terms(Hamara bajaj)
6. Coming across as attractive to the opposite sex is, of course, a high-priority
rituals. Here, the thing can range from pure fantasy to pure romance to flirtation
and a little fun on the side (parx).
7. finally, there is the need for the surreal or the exaggerated, be it in terms of
extreme humour, or the kind of heightened experience that lot of tecno brands use
in advertising
These rituals are not exclusive to one another, and an individual can subscribe to more
than one ritual at different points in time. The core value of the young Indian male
that can be derived from these rituals is Assertive Gratification. Todays youth are
clear about them selves and things around them, have a point of view on everything and
are not reluctant about voicing those opinions. They make a statement with what ever
they do, and this make them mare assertive compared to the kids of yesterday, who were
more passive and receding. Also , the emphasis today is on the I, so gratified-be it
material, emotional, or spiritual of the self comes first.
YOUTH ATTITUDE
There are three key drivers:
These sometimes work side by side, but often at cross purposes, creating the image of
the confused youth. However , today Indian youth have started to choose not both, but
between traditional and western and being your self. Thats cool too.
Parents approval
Most Indian youth confess to wear two faces the public face where social interaction is
paramount, and the family face, where out of respect for parents and convention, they
behave very differently. Interestingly, while the public face is supposed to be put on to
conform to social pressure, and the family face real. It is actually the opposite. Most of
the youth feel they are themselves in the company of their peers, and it is home that they
behave as they are expected to.
Peers acceptance
They do it by being cool , not the same as trendy. Trend ness is behavior governed by
image and fashion and driven by media and social pressure. The manifestations of
trendiest are: put on, self conscious, attention seeking and desperate, because it shows
lack of confidence implying lack of maturity.
Cool, on the other hand, is an attitude that reflects self confidence, true independence and
acceptance. The hallmark of cool are what comes from with in. its mantras are believe
in your self, and be you want to be. What have your rejected in the process? Its not
cool to think short term or to be loud and demanding, defend and introvert. Sachin
epitomizes cool. Amir is cool as he excludes confidence, lets his work speak for itself and
is not image conscious.
Take me seriously
Indian youth need to be taken seriously by the adult world. Marketers invest a lot in
building brand personality, hoping to connect with youth who share the same. If the
assumed youth codes are rejected , the brand may seen as for people not like me.
INTRODUCTION TO INDUSTRY
A History of the Indian Textile Industry
Textiles have historically formed an important component of India's exports. There is
archaeological evidence from Mohenjo-Daro, which establishes that the complex
technology of mordant dyeing was being used in the subcontinent from at least the
second millennium B.C. It is believed that the use of printing blocks in India started in
3000 B.C., and some historians have concluded that India may have given birth to textile
printing. Marco Polos records show that Indian textiles used to be exported to China and
South East Asia from Andhra and Tamil ports in the "largest ships" then known. Buddhist
era scripts reveal that woollen carpets were known in India as early as 500 B.C. and the
technical skill that went into Indian carpets of the Mughal period is still hailed today.1
Indias historical prominent role in textile production stems from its wealth in natural
resources. Silk, cotton and jute, all natural resources found in India, are important textile
crops: cotton goes to the clothing industries and jute is used to make hessian and sacking.
Hemp, whose stem fibers make tough materials such as canvas and rope, is also
abundantly grown. India developed its textile industry at an early stage and along with it,
its textile manufacturing technology. Prior to colonization, India's manually operated
textile machines were among the best in the world, and served as a model for production
of the first textile machines in newly industrialized Britain and Germany. A mild climate
meant that the lower strata of society could survive relatively cheaply. The huge trade
surplus the country enjoyed thanks to its wealth in natural resources enabled the nobility
and the middle classes to live in luxury and comfort. This inhibited revolutionary change
and cultured an atmosphere of complacency, parasitism and conservatism, which is still
felt today. Colonization brought an end to Indias glorious textile past. The
competitiveness of the Indian textile industry was such that the British knew they could
not compete with it. While all other countries were becoming industrialized, Indias
textile industry was destroyed and the country was transformed from a country of both
agriculture and manufacturing into an agricultural motor for British capitalism. By 1880
the domestic market had grown to be serviced solely by British textile manufacturers:
India, once one of worlds leading exporters of textiles, was now forced to become a net
importer. Tariffs were imposed to make sure that British goods entered the Indian market
virtually free while Indian goods were kept out of Britains market.
This system remained in place until the Indians began the fight for independence. One
example of Gandhis non-violence opposition was to weaken the British textile industry
by wearing homespun clothes. Gandhi was convinced that the textile sector could be a
catalyst in the advancement of the Indian population by creating employment for the
excess labor pool. This teaching would lie at the base of the policies followed by the
government in the textile sector from independence until the late 1980s. Inspired by
Mahatma Gandhi, the Government of India (GOI) put numerous policies and regulations
to ensure that mechanization did not occur and that labor-intensive textiles were
produced.
However, in following this ideological aim, the GOI did not realize the negative impacts
in
terms of decreased productivity and reduced competitiveness: It provided favorable and
protective taxes and other regulations to the small-scale sector, as the GOI presumed that
this sector created more employment. Large-scale production was curtailed by restrictions
on total capacity and mechanization on mills. Strict labor regulations resulted in
disincentives for capital investment and high production costs. From the price side, the
GOI cornered the sector by imposing price restrictions. The more mechanized and the
higher the capacity of the textile producing company, both in terms of quantity and
quality, the more it was discriminated against by the GOI which used tax policies and
other regulations to sanction these practices. 1990 sounded a new era to Indias textile
sector as the GOI came to realize that efficiency and competitiveness were suffering
under the numerous regulatory burdens. This led to the relaxation of many of the
constraints previously imposed on the textile sector. Licensing was removed in the early
90`s by the Statement of Industrial Policy and the Textile Development and Regulation
Order. In 1995, India signed the General Agreement of Tariffs and Trade bringing its
liberalization policies to an international level.
Fiber Mix
Cotton is the predominating fabric used in the Indian textile industry nearly 60% of all
overall consumption in textiles and more than 75% in spinning mills is cotton. India is
among the world's largest producers of cotton with over 9 million hectares and an annual
crop of around 3 million tones. In 2001 cotton fiber production was of the order of 14
million bales, and has been declining steadily from the 18 million level in 1996, mainly
due to crop disasters and calamities in important growing areas. To meet its consumption
demand India imported more than 2 million bales of cotton fiber each in 2000 and 2001.
The cotton sector is controlled by the Government through intervention pricing, export
licensing, and diversion of specified yarns to the handloom sector. Quantitative
restrictions on yarn exports are announced every year, depending on the local supply
position.
Wool
Indias wool industry is principally located in the northern states of Punjab, Haryana, and
Rajasthan. These three states alone have more than 75% of the production capacity. The
sector consists of both licensed players (composite mills, combing units, worsted and non
worsted spinning units and machine-made carpet manufacturing units), and the
decentralized players (hosiery and knitting, powerloom, handlooms, and hand-knotted
carpets, and independent dyeing processing houses). Indias apparel wool consumption is
approximately 32 million kg clean, of which knitwear consumes nearly 12 million kg. In
all, there are more than 700 registered units in the sector, and more than 7000
powerlooms and other unorganized units. The large players in the sector have made
significant inroads into the world market, as a result of supply tie-ups and joint ventures
with important brands in EU and other developed countries. India depends upon imports
of fine quality wool required by the organized mill and, to a lesser extent, the
decentralized hosiery sector. Imports, estimated at Rest 6 billion in 2001, have been
mainly from Australia and New Zealand: the major supplier is Australia. New Zealand
wool is being imported mainly for the carpet sector for blending it with indigenous wool.
Silk
India is the second largest producer of silk, contributing about 18 per cent to world
production. The sericulture industry is concentrated in the three Southern states of
Karnataka, Tamil Nadu and Andhra Pradesh, and to an extent in Assam and West Bengal,
too. Growing demand for traditional silk fabrics and exports of handloom products drives
silk demand. Indias requirement of raw silk is much higher than its current production,
resulting in net imports.
Apparel/ Clothing
The total apparel market in India, including tailored and ready-made goods, is estimated
to be U.S. $20 billion. More than 50% of the Indian market is for traditional wear (sari,
dhoti, salwar, etc.), which does not go into fabrication or is tailored at home. The western
apparel sector market is around U.S. $9 billion, of which exports accounted for more than
U.S. $5.5 billion in 2000-01. The $3.5 billion domestic market is essentially in urban
areas, where the consumption of ready-made apparel has risen significantly in recent
years. Ready-made apparel accounts for only 20% of the domestic market (with revenues
of $1.05 billion). Given the low penetration of ready-mades, most of non-urban India still
depends on custom tailoring as the major source of apparel. However, brands account for
nearly two thirds of the ready-made apparel segment. Overall, apparel consumption has
grown at a pace of 5-6%.
The industry is highly dispersed and unorganized on account of government policies that
restricted the entry of large players in manufacturing woven garments and several items
of knitwear such as socks, inner wear, and woollen apparel.
The textile industry in India makes an enormous and multi-directional contribution to the
domestic economy. The sector accounts for a significant portion of the total industrial
output of the country and plays a vital role in the countrys economy with regard to
employment and foreign exchange. The industry has witnessed phenomenal growth
during the last four decades. It accounts for 9% of GDP, for nearly 20% of the total
national industrial production and 35% of the export earnings, making it Indias largest
net foreign exchange industry. It directly employs 35 million workers and has widespread
forward and backward linkages with the rest of the economy, thus providing indirect
employment to many more millions2. In addition, Indias economic situation has
improved dramatically since the Indian government introduced new economic reforms in
1991, leading to liberalization in government policies and a significant increase in its
The structure of the Indian textile industry is both complex and unique. It represents a
sharp contrast to the textile industry in other countries and can be characterized by
several aspects.
First of all, it employs co-automated technology. A second characteristic is the dualistic
manufacturing structure dominated by a fast expanding decentralized or unorganized
small scale manufacturing segment and a declining, vertically-integrated, large-scale
composite mill segment. Furthermore the textile industry is dominated by cotton as a
primary raw material. A fourth characteristic is the existence of a large public sector,
which is composed mainly of nationalized and sick mills that have been taken over by
the government. The last characteristic is the predominance of the small-scale sector.
This might be seen as a major advantage, for example, in comparison to China. While the
Indian textile companies are capable of producing very small amounts of cloths for its
clients China is only able to produce large quantities. Like this India can establish its
company production in this niche of the market. During the last decade, the industry
displayed rapid growth in output and exports. But existing structural weaknesses and the
current regulatory environment will increasingly hamper the industry's ability to sustain
this performance.
The Textile Commission has tried to implement new manufacturing techniques to help
bring the costs down in addition to focusing on the supply chain. It has encouraged
investment in capital equipment to increase capacity through automation. This has been
bank-rolled by the Technology Improvement Fund, which is provided by the government.
The Commission has tried to help companies of all sizes, ranging from 10 employees to
over 2000. However, these types of improvements take time to yield results, so costs are
still quite high.
The Commission has tried to encourage these practices over the last several years, and
today several companies are SA 8000 compliant. The general mood of the Textile
Commission was positive towards Indias ability to compete with China after 2004. It felt
that the perception of the Indian textile industry had increased dramatically in the last
couple of years. This perception was reinforced when talking with several individual
consumers from around the world who have seen clothes with Made in Nadia labels in
the last few years. There is a lot of work that remains to be done, especially in pulling
costs down, but several steps have been taken in the right direction.
Market summary
Indias textile sector is currently poorly organized by virtually any standard. It will
probably succeed in being the major domestic provider for products for this market, but
will have a difficult time moving up the value chain to the international market. It appears
to be moving in the right direction for increased competitiveness on quality, management
practices, and eventually cost but it still has a long way to go before it catches its main
global competitors.
Over the years, the industry has served to bring money into the country to fuel the
development of other industries and in this sense, the country will continue to benefit
significantly by virtue of producing and manufacturing clothing and textiles. The Textile
Industry in India has gone through significant changes in anticipation of increased
international competition. The industry has been forced to tailor products to both the
domestic and the international market which have traditionally been quite different. The
domestic market is has huge potential but is also very price sensitive whereas the
international market tends to favor mass production while also emphasizing quality,
service rates to the Western world, and price of production. India has the ability to
compete on the global scale but it is losing market share to Asian countries that have
cheaper labor, better investment in machinery and capital, and better ocean transportation
options for export to the U.S. While its market share has certainly increased over the last
decade, India still lags behind countries like China that have seen phenomenal growth in
recent years. When the ATC trade quotas are lifted at the end of the year one can only
picture this trend continuing.
There are several areas where China enjoys a distinct advantage over India in a
manufacturing-type industry such as textiles. Perhaps the most noticeable advantage is
the difference in foreign direct investment (FDI), especially by Chinese nationals living
abroad.
In fact, China is now the largest recipient of FDI cash inflows, ahead of the United States.
Furthermore, China has undergone significant trade reform in recent years, especially in
opening its market to foreign competitors and privatizing large government agencies.
This compares to the relative stagnation of outdated policies that better describes Indias
approach. And finally, it is simply much more efficient and cheaper for goods to reach
the U.S. from the port of Hong Kong and other China ports, versus from India. However,
India enjoys a similar comparative advantage for serving demand in the European Union.
Mens apparel market is 46 percent of the total apparel market in India. Preference for
readymade garments is increasing and this has become inevitable with the rise in
urbanization. Whereas, womens apparel market is 17 percent of the total apparel market
in India. The preference for the branded Western and Indo-western apparels among the
working women is on the rise, which is a welcome relief for the manufacturer and
retailers of branded apparel. The dressing habits are getting refined if not changed
specifically among the working women. Kids apparel market is 37 percent of the total
apparel market. Being the brand penetration in this segment lowest at 9 percent shows a
lot of potential for the branded players to exploit this segment.
The apparel market will be thrown open to competition in the year 2005, due to expiry of
Multi Fiber Agreement. Then there will be lot of demand in the western countries. After
China, India is being perceived as the next country with the biggest 'Growth Potential'
due to its cheap manpower and natural resources. The first decade of the 21st century will
witness India as the major player in the apparel business - partly because more
industrialized countries like Korea, Taiwan, etc. have moved into other industries - and
partly because the Indian Government believes in, and wants to grow the apparel export
business, since it is a major earner of foreign exchange.
The objective of the dissertation is to learn and understand the brand preference behavior
of youth.
But India's apparel sector is also passing through the process of consolidation, in the
course of which the bigger players buy out the smaller ones. Industry pundits contend
that consolidation will be a major trend in India's apparel industry, accelerated by a
propensity on the part of the large retail stores to buy from the large suppliers.
Consolidation has also brought down drastically the number of players in the apparel
sector. This trend is reflected in the declining number of companies registered with the
AEPC, which has dropped from 25,000 to merely 5,000 in a matter of one year.
The apparel industry of the country is, nevertheless, in an upbeat mood as business in
retail stores, whose numbers have been mushrooming, posted a growth of between 25%
and 30%, even though Christmas sales were quite disappointing for many retailers,
according
to
the
Indian
retailers'
association.
But India's apparel manufacturers are facing a challenge on another front: as India is
forced to open its market to foreign suppliers under the WTO requirement, Indian apparel
manufacturers will increasingly encounter fierce competition from foreign suppliers who
have long eyed the huge Indian market. The average Indian consumer's obsession to buy
foreign products in preference to Indian products, driven by the belief that the foreign
product is better, is also going to have a negative impact on the sales of Indian suppliers.
The Indian apparel industry is nervously watching the arrival of foreign established brand
names such as Tommy Hilfiger which has announced plans to launch its brand products
in India next year. But apparel companies have, generally, posted good growth during the
first half of 2003. Raymond had a 11.2% growth in sales, Arvind Mills posted a 4.5%
growth, Indian Rayon witnessed a 3.73% growth while Madura Garments, which is part
of the Indian Rayon, also finally made a crucial turnaround and moved towards
profitability after posting negative growth rates in the past.
INTERPRETATION
Looking to the todays youth they are mostly manager with 30%
followed by professional 47%.
Less no of youth are business man
INTERPRETATION
Looking to the Indian brand preference level among the youth is maximum
with most preferred and some what preferred with 47% and 52%
respectively.
The somewhat not preferred and least preferred has a percentage of 1% and
0% respectively.
This infer that Indian brand preference is dominant in the mind of youth
INTERPRETATION
Looking to the foreign brand preference level among the youth is with most
preferred and some what preferred is 43% and 36% respectively.
The somewhat not preferred and least preferred has a percentage of 13% and
8% respectively.
This infer that still the most preferred and some what preferred is maximum
but still there is a presence somewhat not preferred and least preferred
criteria in mind of youth. That is the preference level in the mind of youth is
not in absolute term as compared to Indian brand.
INTERPRETATION
Looking to the brand they mostly use the DIG JAM is at maximum with
62% followed by others Indian and foreign brand.
This infer that Indian brand presence is maximum in the mind of youth as
most of them are using Indian brand from beginning.
Thus their preference level for Indian brand is maximum as they are already
using the Indian brand.
INTERPRETATION
Looking to their satisfaction level they mostly satisfied with 44% followed
by somewhat satisfied with 32%.
There is very little percentage of some what satisfied and unsatisfied with
5% and 2% respectively.
As in earlier graph most of the Indian youth are using Indian are using
Indian brand and looking to their satisfaction level it is maximum. This
clearly infer that youth are fully satisfied with their present brand choice still
there is a presence of many foreign brand.
This also infer that as their satisfaction level is high for future also there is
maximum preference for Indian brand and less brand switching to foreign
brand.
INTERPRETATION
Looking the brand they are using earlier it is 73% Indian brand they were
earlier using.
This clearly states that Indian brand presence is dominant in the mind of
Indian youth and for it will be very difficult the foreign players to change
this preference.
1%
1%
13%
BLACK BERRY
2%
6%
GUCCI
1%
J . HAMP
1%
1%
4%
J HAMP
1%
8%
JOHN MILLER
LOUIPHILIP
PETER ENGLAND
PETER ENGLAND,REID & TYLO
REID & TAYLOR
61%
INTERPRETATION
Looking to the evoked set while purchasing in foreign brand the Reid &
Taylor has the maximum consideration with 61% followed with other brand.
This infer that slowly foreign brands are making their place in the mind on
youths
BAL
DIGJAM, VIMAL
DIWAN SAHIB
3%
7%
9%
GRASIM,RAYMONDS
2% 3%
2%
1%
JCT, SIYARAM
7%
1%
2%
3%
1%
MAFATLAL
MONTRLO
RAYMOND
4%
RAYMOND,GRASIM
RAYMOND,VIMAL
25%
21%
RAYMONDS
S KUMARS
S KUMARS&RAYMONDS
3%
5%
SIYARAM
VIMAL
VIMAL,RAYMONDA
VIMAL,RAYMONDS
INTERPRETATION
In Indian brand Raymonds has the maximum consideration level while
purchasing. followed by other Indian brand.
INTERPRETATION
Looking to the personality issue of the Indian youth they maximum
extrovert followed by judging personality.
This infer that still they are extrovert but they still have a more preference
towards the Indian brand.
INTERPRETATION
Most of the Indian youth spend their vacations in India with 92%.
This infer that they have more love for their country and they want to spend
their money in their own country only.
ALLEN SOLLY
11%
4% 3%
4%
1%
6%
6%
2%
ARROW
DIGJAM
DIWN SAHIB
J . HAMP
JCT
LEVIS
NO IDEA
41%
17%
4%
1%
PARX
PETER ENGLAND
RAYMONDS
REID & TAYLOR
INTERPRETATION
For future Raymond has 41% followed with other Indian and foreign brand
This infer that in future they are looking for Indian brand only. Thus their
preference level for Indian brand is maximum
INTERPRETATION
Looking to the income level of the youth maximum of them Rest 24,000 or
more income followed with Rest 16,000-20,000.
This infer that income level is not the hindrance in their brand preference.
INTERPRETATION
Looking to the country of origin effect on the scale of one to ten maximum
of the youth have country of origin effect with 25% at the scale of 10 at 9
followed by 21% at 6 scale
This clearly states that country of origin plays big role in the mind of youth
while preferring for brand choice. And in earlier graph maximum were using
Indian brand this shows that Indian brand are perceived as less risky in
compared to foreign brand as risk is one of the factor in country of origin
effect.
12%
8%
MATCHES WITH
PERSONALITY
21%
HIGH QUALITY
GOOD VALUE/PRICE
OFFERING
35%
BRAND FAMILARITY
CONSISTENCE
24%
INTERPRETATION
Looking to the parameter looked for while purchasing brand familiarity and
good value/price offering are the main criteria with 35% and 24%
respectively.
This infers that brand familiarity is one of most power attribute in the mind
of consumer.
This also infer that Indian brand familiarity in the of youth is maximum
19%
20%
MATCHES WITH
PERSONALITY
HIGH QUALITY
GOOD VALUE/PRICE
OFFERING
18%
24%
BRAND FAMILARITY
CONSISTENCE
19%
INTERPRETATION
This infer that while purchasing the foreign brand youth looks for mix of
attributes with giving them nearly equal weight age.
This also infer that brand familiarity in foreign brand is less.
CONCLUSION
The preference for Indian brand is maximum in mind of the youths.
Looking to attributes which motivates to switch brand is brand familiarity.
The Satisfaction level of youth towards Indian brand is maximum as
compared to foreign brand.
Still Indian brand is leader in the textile market with reference to youth.
Looking to future youth are more intended to buy Indian brands.
Country of origin is also playing a major role in the mind of youth while
purchasing.
Indian youth are mostly having extrovert and judging kind of personality
Executive summary
PREFERENCE OF YOUTH TOWARDS FOREIGN BRAND AND
INDIAN BRAND AND INDIAN BRAND
What is brand all about? It is the name , term, sing , symbol, or design or a combination
of all these which is intended to identify the goods or a services of one seller or a group
of seller and to differentiate them from those of the competitors. Brand is very crucial for
any industry or company. For, the consumers are reluctant to try out unknown brand. And
brand loyalty is fickle. Companies know this tenet which is why they work relentlessly
towards brand building.
The emerging post WTO scenario- we are in for greater brand clutter with thousand of
brands entering in the market and the battle for occupying mind space or preference level
is most likely to be seen on the television. Media inflation is on the rise and brands are
going to be built through different promotion channel for making their brand preferred.
This dissertation will look at the preference level of youth towards foreign and Indian
brand and foreign brand. Indian brand includes all the domestic players and foreign brand
includes all multinational players. Brand is successful when it occupies a favorable
position in the target customer mind and is able to recall that particular brand before any
competing brand and make that brand as preferred brand.
Through this dissertation , it will be clear about the youth thinking about the foreign and
India brand. It includes the factors that motivates the consumers to buy the particular
brand and make it as a preferred brand.
It also covers the changing buying habit of youth toward the foreign and Indian brand and
it measures the key determinants, which motivates youth to purchase India or foreign
brand.
In my dissertation I am selecting the textile industry and doing the primary research
through questionnaire and telephonic interview. As in Over the years, the industry has
served to bring money into the country to fuel the development of other industries and in
this sense, the country will continue to benefit significantly by virtue of producing and
manufacturing clothing and textiles.
The main objective of my dissertation is to understand the preference of youth on Indian
and foreign brand by taking into consideration various attributes. As foreign brand are
entering the Indian market thus affecting the preference level of consumers.
REFERENCES
http://www.cottoninc.com/textileconsumer
www.trade-india.com
http://www.apparelresources.com
http://www.google.co.in
BRAND MANAGEMENT
WWW.SPSS.NET
WWW.YAHOO.COM
WWW.ABD.AMITY.EDU