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A STUDY ON CUSTOMER BUYING BEHAVIOUR AT US POLO STORE

CORPORATE INTERNSHIP PROGRAM PROJECT REPORT


SUBMITTED IN PARTIAL FULFILMENT OF PGDM PROGRAM 2015-17

Submitted By
Name: PARIK SACHDEVA
Roll No: 108

Company Mentor

Faculty Mentor

Name: MR. Utkarsh Shrivastava

Name: Professor Ferojuddin M.A Khan

Designation: Human Resource Manager


Company: Arvind Lifestyle Brands limited

Delhi

Designation: Professor

Certificate from Company

This is to certify that PARIK SACHDEVA, a student of PGDM


Programme, (2015-17) Batch of Fortune Institute of International
Business, Delhi has undertaken the Corporate Internship Training at
US polo during 28 march to 28june under my supervision &
guidance. He / She has conducted a study & completed the Project
on ____________________________________
During Training his/her work was ___________________

Seal of Organization
Date:

Signature of Company Mentor


Name of Company Mentor
Designation of Company

Mentor

Certificate from Faculty Mentor


This is to certify that the Project Report titled A STUDY ON
CUSTOMER BUYING BEHAVIOUR AT US POLO STORE
is a bonafide work carried out by PARIK SACHDEVA
of PGDM (2015-17) Batch of Fortune Institute of International
Business, Delhi as a fulfillment of PGDM Programme.
He has worked under my guidance and satisfactorily completed his
project work.

Date:

Professor Ferojuddin M.A Khan

Declaration by the Student

I, hereby, declare that the work presented in this report, entitled _A STUDY ON
CUSTOMER BUYING BEHAVIOUR AT US POLO STORE _ in fulfillment of the
requirements for PGDM Programme, submitted to Fortune Institute of International
Business, Delhi is an authentic record of my own work and is free from any type of
plagiarism, carried out under the supervision of MR. UTKARSH SHRIVASTAVA
I also declare that the work embodied in the present report
(i) is my original work and has not been copied from any source, and
(ii) Has not been submitted for any other Degree or Diploma of any university/Institution.

PARIK SACHDEVA
Roll No.108

Acknowledgement

This Project Report titled A STUDY ON CUSTOMER BUYING BEHAVIOUR AT US


POLO STORE, is a successful outcome of my hard work provided the help and guidance
of my respectable Mentors. I consider this as my privilege to get an opportunity for
expressing a few words of gratitude and respect to all those who contributed in any possible
way, for the completion of my project.
I acknowledge my sincere thanks to my Corporate Mentor Mr. MR. UTKARSH
SHRIVASTAVA & my Faculty Mentor PROFESSOR FEROJUDDIN M.A. KHAN for
their kind co-operation and encouragement and for the valuable guidance and assistance
provided to me for successfully accomplishing this project report.
Above all, I would like to thanks God for always showing me the right path.

Thanking You,

PARIK SACHDEVA

Executive Summary

This project report is based on retail sector which helps us to understand the behavior of the
customers to get the result what is the need of the customers and what a sales person can
do to satisfy their needs because in the market due to much competition, it is important to
make strategies which will help to succeed in the market and provides with more and more
growth opportunities. US polo brand is a good brand which falls under retail sector. The
retail sector in India is emerging as one of the largest sectors in the economy. Retail
industry is expected to grow to US$ 1.3 trillion by 2020, registering a CAGR of 9.7 per
cent between 2000-2020. According to the possibilities of the retail sector to grow in the
future it is actually expected that US polo which is a good profitable brand under the
company ARVIND LIFESTYLE BRANDS LIMITED will have a great future ahead. This
project will actually help us to examine the factors in determining the customers purchase.
As the disposable income of Indian middleclass will rise so as the demand of luxurious
brand. According to the BCG report clothes will be the second largest segment where most
of the spendings will be done by Indian consumers.
This actually provides an immense opportunity for the brands like US polo to get a biggest
share of the spending done by their customers in future.
When compared to other brands in ARVIND LIFESTYLE US polo is the most profitable
brand and it has about 10-12 stores within Delhi. The research done on US polo brand
through Questionnaire showed that many people are actually attracted towards this brand
and they are actually happy to buy its products because of the fact that its quality is good
and the trust this brand had made in the last few years is tremendous.

Table of Contents

S.N
o
1.
2.

Chapter No.

Contents

Title Page
Company Certificate

3.
4.
5.
6.
7.

8.

Chapter-1

9.

Chapter-2

Faculty Mentor Certificate


Declaration
Acknowledgement
Executive Summary
Table of Contents / List of
Illustrations
Introduction to the Sector/
Company
Review of Literature

10

Chapter-3

Project Objectives

11

Chapter-4

Project Methodology Adopted

12

Chapter-5

13

Chapter-6

Data Analysis & Interpretation /


Description of the Work Performed
Findings

14

Chapter-7

Recommendations

15

References

16

..

Annexures

Page No.
From - To
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..
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..
In Roman Numbers
In Roman Numbers

List of Illustrations
Figures
S.No Title of the Figure/Photograph

Page No

Tables
S.N
o

Title of the Table

Page No

Chapter-1

Introduction to the Sector/ Company

Chapter 1

Introduction to the Sector/ Company

Introduction
The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10 per cent of the
countrys Gross Domestic Product (GDP) and around 8 per cent of the employment. India
is the worlds fifth-largest global destination in the retail space.
Market Size
The Boston Consulting Group and Retailers Association of India published a report titled,
Retail 2020: Retrospect, Reinvent, Rewrite, highlighting that Indias retail market is
expected to nearly double to US$ 1 trillion by 2020 from US$ 600 billion in 2015, driven
by income growth, urbanisation and attitudinal shifts.
The report adds that while the overall retail market is expected to grow at 12 per cent per
annum, modern trade would expand twice as fast at 20 per cent per annum and traditional
trade at 10 per cent.
Retail spending in the top seven Indian cities amounted to Rs 3.58 trillion (US$ 53.7
billion), with organised retail penetration at 19 per cent as of 2014. Online retail is expected
to be at par with the physical stores in the next five years.
India is expected to become the worlds fastest growing e-commerce market, driven by
robust investment in the sector and rapid increase in the number of internet users. Various
agencies have high expectations about growth of Indian e-commerce markets. Indian ecommerce sales are expected to reach US$ 55 billion! by FY2018 from US$ 14 billion in
FY2015. Further, India's e-commerce market is expected to reach US$ 220 billion in terms
of gross merchandise value (GMV) and 530 million shoppers by 2025, led by faster speeds
on reliable telecom networks, faster adoption of online services and better variety as well as
convenience@.
Indias direct selling industry increased 6.5 per cent in FY2014-15 to Rs 7,958 crore (US$
1.19 billion) and is expected to reach a size of Rs 23,654 crore (US$ 3.55 billion) by
FY2019-20, as per a joint report by India Direct Selling Association (IDSA) and PHD.

VISION
Their Vision is Enriching Lifestyles. They will Enable People to experience a Better
Quality of Life by providing Enriching and Inspiring Lifestyle Solutions.

MISSION
They are driven by Collective Excitement and Resolve to be the Market Leader in Chosen
Market Segments by 2020.

VALUES
Service : Putting the Needs of our Customers & Consumers First
Speed : Act quickly and decisively to get things done efficiently
Stretch : Reach for things that are difficult to attain with strong Will Do attitude
Innovation : Driven by Out of the Box Thinking and New Ways of Working
Living the Brand : Being a proud ambassador by personifying the brand values and
principles
Care : Respect and Dignity for the Individual and Well Being of Employees above
anything else
Collaborate: Collaborate to learn from each other & leverage on each other strengths &
learnings is Enriching Lifestyles.
We will Enable People to experience a Better Quality of Life by providing Enriching and
Inspiring Lifestyle Solutions.

GROWTH
1931 Arvind Mills Ltd is incorporated with share capital 165,000 ($55,000) in
Ahmedabad. Products manufactured are dhotis, saris, mulls, dories, crepes, shirting s,
lingerie, coatings, printed lawns and voiles cambrics, twills and gabardine.
1987 The company took up a modernization programme to triple the production of
denim cloth and to produce double yarn fabrics for exports. The new product NIFT
HYDERABAD Page 5 groups identified were the indigo dyed blue denim, high quality
two-ply fabrics for exports, and products such as butta saris, full voile and dhotis.
1991 Arvind reached 100 million meters of denim per year, becoming the fourth largest
producer of denim in the world.
1992 The company increased the production of denim cloth by 23,000 tons per day by
modernizing the plant at Khatraj of Ankur Textiles.
1994 The company operations were divided into Textile Division, Telecom division
and Garments division.
1995 Garment division launched ready to stitch jeans pack under the brand Ruf & Tuf.
1997 The marketing and distribution network of `Newport` brand was strengthened and
the re launched Flying Machine and Ruggers brand were strengthened. Arvind Mills set up
an anti-piracy cell for the first time in India to curb large scale counterfeiting of their brands
Ruf & Tuf and Newport jeans. Arvind Mills adopts the franchisee system for the
manufacture and distribution of Ruf and Tuf jeans. Arvind Fashions doubles its capacity in
the manufacturing facility in Bangalore to produce Lee jeans.
1998 Arvind Mills emerges as the world's third largest manufacturer of denim. Arvind
Mills goes live with SAP R/3 ERP package in April 1997 in their new manufacturing units.
2003 For the fourth quarter, Arvind Mills witnesses 280% growth in the net profit.
Arvind Mills Ltd is assigned a `P1+` rating by CRISIL, which indicates a very strong rating
for their commercial paper.

2005 For the fourth quarter in a row, Arvind Mills posted a profit growth in excess of 80
per cent. Arvind Mills buys entire stake in Arvind Brands from ICICI Ventures.
2007 Arvind expands its presence in the brands and retail segment by establishing
MegaMart One of India's largest value retail chains.
2010 Arvind launches The Arvind Store, a concept putting the company's best fabrics,
brands and bespoke styling and tailoring solutions under one roof. Arvind NIFT
HYDERABAD Page 6 launches its first major Real Estate projects& becomes one of
India's largest producers of fire protection fabrics.
2012 Joint venture with PD Group, Germany, for manufacture of glass fabrics
In just two years, ARVIND has opened over 850 shops in shops. It is also planning to
open over 100 exclusive Arvind Stores in the next three years on franchisee basis.
Currently, company has 23 stores (6 franchisee operated, rest company) across South India,
with revenue per sqft per day at ~INR40-50.
2014 Joint venture with PVH Corp for Calvin Klein Businesses in India. Launches
Formal suits with Good hill Corporation Limited of Japan
2014 Joint venture with OG Corp, Japan, for manufacture and sale of non-woven
fabrics, project being spearheaded by Mr. Kunal Shah.

HISTORY HIGHLIGHTS
1930 - When the world suffered the great depression. Companies across the globe began
closing down. In UK and in India, the textile industry in particular was in trouble. At about
this time, Mahatma Gandhi championed the Swadeshi Movement and at his call, people
from all across India began boycotting fine and superfine fabrics, which had so far been
imported from England. In the midst of this depression one family saw opportunity. The
Lalbhais reasoned that the demand for fine and superfine fabrics still existed. And any
Indian company that met this demand would surely prosper. The three brothers, Kasturbhai,
Narottambhai and Chimanbhai, decided to set up a mill to produce superfine fabric. Next
they looked around for state-of-the-art machinery that could produce such high quality
fabric. Their search ended in England. The best technology of that time was acquired at a
most attractive price. And a company called Arvind Limited was born.
1931 - Arvind Limited started with a share capital of Rs 2,525,000 ($55,000). With the
aim of manufacturing the high-end superfine fabrics Arvind invested in very sophisticated
technology. With 52,560 ring spindles, 2552 doubling spindles and 1122 looms along with

spinning and weaving facilities in addition to full-fledged facilities for dyeing, bleaching,
finishing and mercerizing. ANINDYA RAY SR.VP SOURCING VENKATARAMANI K
- COO HERITAGE BRAND NIFT HYDERABAD Page 9
1934 - The sales in the year, three years after establishment were Rs 45.76 lakh and
profits were Rs 2.82 lakh. Steadily producing high quality fabrics, year after year.
1980 In the mid of this year the textile industry faced another major crisis. With the
power loom churning out vast quantities of inexpensive fabric, many large composite mills
lost their markets, and were on the verge of closure. Yet that period saw Arvind at its
highest level of profitability. There could be no better time, concluded the Management, for
a rethink on strategy. The Arvind management coined a new word for it new strategy
Reno vision. It simply meant a new way of looking at issues, of seeing more than the
obvious and that became the corporate philosophy.
1987&88 - Arvind entered the export market for two sections -Denim for leisure &
fashion wear and high quality fabric for cotton shirting and trousers.
1991 - Arvind reached 1600 million meters of Denim per year and it was the third largest
producer of Denim in the world.
1997 - Arvind set up a state-of-the-art shirting, gabardine and knits facility, the largest of
its kind in India, at Santej. With Arvinds concern for environment a most modern effluent
treatment facility with zero effluent discharge capability was also established.
2005 - This year was a watershed year for textiles. With the multi-fiber agreement getting
phased out and the disbanding of quotas, international textile trade was poised for a
quantum leap. In the domestic market too, the growth of the organized retail industry was
likely to make textiles and apparel see an explosive growth. Arvind has carved out an
aggressive strategy by setting up world scale garmenting facilities and offering a one-stop
shop service, by offering garment packages to its international and domestic customers.
With Lee, Wrangler, Arrow and Tommy Hilfiger and its own domestic brands of Flying
Machine, Newport, Excalibur and Ruf & Tuf, Arvind .Arvind's brands and retail business
grow at an average rate of 35% in the last five years.

KEY BRAND PERFORMANCE AND STRATEGY


Arrow: Launched stitch less shirts, Arrow woven, leather products, purses, shoe section.
This accelerated growth for Arrow and is expected to grow at 25% over next two to three
years.
US Polo: Company launched US Polo Kids, inner garments, footwear and leather goods
to stimulate growth.
Tommy: Will launch Hilfiger denim range, watches, and shoes shortly. Has launched
Tommy Kids which has received robust response.
Flying Machine: Present in the jeans segment, expects to enter womens casualwear,
going forward.
Nautica: Management highlighted that sales in Nautica have doubled in FY14 and
expects it to be positive EBITDA in FY14. (EBITDA Earnings interest taxes,
depreciation, and amortization).
Debenhams: Company plans to double Debenhams sales in FY14. However, the strategy
will be to make the existing two stores profitable before expanding.
NEXT: ARVIND has added two stores thus taking the total number to five and has also
tied up with Shoppers Stop for shop in shop.
Hanes: In case of Hanes, it had some issues with SCM, which have been resolved. It is
seeing 50% growth in last 2 quarters. Plans to double sales and expects it to cross INR1b in
FY15E

GROWTH OF - US POLO ASSN


The U.S. POLO ASSN. brand is the official brand of the United States Polo Association,
the non-profit governing body for the sport of polo in the United States since 1890. It is
NIFT HYDERABAD Page 18 the only brand that truly represents the heritage and tradition
of the sport of polo, not just a lifestyle. Mr. David Cummings manages the U.S. Polo Assn.
brand as the President& CEO of USPA Properties Inc. (USPAP), the licensing arm of the
U.S. Polo Association (USPA). The Association's trademarks and logos worldwide are
managed by USPA Properties. Their products are sold in over 130 countries at independent
retail stores, department stores and U.S. POLO ASSN. brand stores. The U.S. POLO
ASSN. brand carries clothing for men, women and children, as well as accessories,
luggage, watches, shoes, home furnishings. Properties Inc. is the steward of the
Associations trademarks and logos worldwide, with licensees in the U.S. and Canada,
Mexico, the Caribbean, Central and South America, Asia, China, Europe, Scandinavia,
Russia, and the Middle East. The Association's trademarks and logos worldwide are
managed by USPA Properties, Inc., a wholly owned subsidiary of the USPA. US POLO
ASSN brand clothing and accessories represent the spirit and traditions of polo classic yet
comfortable, sporty yet well dressed, high quality yet accessible. Profits generated by
USPA Properties, Inc. through the sale of U.S. Polo Assn. brand products directly support
the USPA and its various programs. Since incorporation in 1981, U.S. Polo Assn. has
reached total global retail sales in excess of $1 billion. These revenues provide benefits for
the Association's player members, support training centers for NIFT HYDERABAD Page
19 interscholastic and intercollegiate polo competition and fund programs in umpiring,
competition and equine welfare. USPA IS A SPORTSWEAR THAT IS COMFORTABLE
AND AUTHENTIC TO THE SPORT OF POLO: We believe its not an either or game,
but rather an and game. U.S. Polo Assn. clothes are both authentic to the sport and
fashionable. Global Design Director Brian Kaminer is USPA brand visionary. He travels
around the world to not only discover emerging trends, but to truly understand what our
customers are looking for. With all of this knowledge, and through collaboration with our
global licensees, Brian and the design team are able to inspire clothing that is stylish and
functional; could wear it to a polo match or just simply around town. Since 2005, US
POLO brand business in Asia has boomed and there are steady growth year over year, with

the region making up almost 20 percent of our international sales in 2011. And USPA
partners in Asia are continuing to open new stores across the region to meet the strong
demand in these markets. US team promotes value by offering a quality product at a
reasonable price. Also, consumers around the world respond to our classic American style,
based on the enduring heritage and tradition of the sport of polo in the United States. The
Chinese market in particular is a huge growth area for our brand and a location where US is
investing much energy and focus. Recently, we announced a new master licensing
agreement with LF Asia Limited, a subsidiary of Li & Fung Limited, which will ensure our
continued growth in the region. With this agreement, LF Asia Ltd. joins our extensive
network of over 50 licensees worldwide that are bringing the authentic style of polo to
consumers around the globe.

BRAND HISTORY 1890 2012


Polo is perhaps the oldest organized sport of any kind, according to some historians, as
written references indicate that Alexander the Great (356 323 BCE) knew of the game. It
was first played in the United States in 1876, introduced by James Gordon Bennett, Jr.
(May 10, 1841 May 14, 1918), who had first observed the game played in England.
Bennett came to be known as father of American polo as it was he who assembled the
players, knowledge, equipment and Texas horses to play the first loosely structured matches
in the United States. During that winter of 1876, the first game was held indoors at Dickels
Riding Academy in New York and the first formal U.S. club was established, the
Westchester Polo Club. The U.S. POLO ASSN. brand was created in 1981 out of the desire
to have a clothing brand that truly reflected the spirit of the sport of polo and helped
support the activities of the United States Polo Association (USPA). However, their roots in
the sport date back as far as 1890, when the USPA was founded. Over the last 20 years, the
brand has grown from 12 licensees to over 70 licensing partners worldwide. The initial
launch of the U.S. POLO ASSN. brand was in the United States, but quickly spread into
Mexico, Central and South America. The international market was developed soon after,
first in Japan, China, NIFT HYDERABAD Page 22 Taiwan, then into Europe, Middle East
and India. Over the last five years, the brand has experienced 22% annual sales growth.

Menswear and Womenswear In menswear, washed polos and sweaters accent a move into
the younger arena, helping to expand their customer demographic. In womenswear, polo
dresses are the highlight of the U.S. POLO ASSN. brands collections. The look is smart,
comfortable and represents the game. Childrens Apparel The U.S. POLO ASSN. brand has
traditionally produced men's and women's clothing and recently has grown its children's
business at a fast pace. There are now exclusive childrens apparel stores all over the
world. Shoes U.S. POLO ASSN. brands Italian licensee, Bonis, has produced shoe styles
that really embrace the polo heritage. For instance, they designed a rubber boot that is
waterproof but looks like a leather riding boot. Handbags The U.S. POLO ASSN. brand has
released fantastic handbags in Malaysia and Italy with details inspired by different elements
of the sport, like the metal fittings on tack Popular advertising campaign USPA Properties,
Inc. develops an annual advertising campaign and slogan for the U.S. POLO ASSN. brand,
providing the consumer with a common and consistent message worldwide. In 2011,
advertising went back to the roots of the brand and the authenticity of its merchandise;
specifically, its deep connection to the sport of polo and its history. NIFT HYDERABAD
Page 23 This connection and relationship with the sport brought the company to an
advertising campaign focused on the fact that, Before Fashion, Polo was a sport. NIFT
HYDERABAD Page 24 The U.S. POLO ASSN. brand captures the authenticity of the
sport. For example, they use real equipment in their stores, American polo players in
photography and real names of tournaments. This is combined with embracing the genuine
spirit known throughout the world as Classic American Style-comfortable and casual, but
still put together.The brand is athletic, confident, genuine, approachable and most of all,
classic. USPA Properties, Inc. has 225 U.S. POLO ASSN. mono brand stores worldwide
with more being added quickly: 31 in the United States; seven in South America; four in
Thailand; three in China; 130 in the Middle East and 50 in India. USPA Properties, Inc. s
entire business model is built around giving back to the polo community. All of its profits
from the sale of U.S. POLO ASSN. branded merchandise go to the United States Polo
Association (USPA) to support the associations mentoring and training programs.This
relationship affords the USPA the opportunity to increase player member benefits and
promote the sport through training for interscholastic and intercollegiate polo competition,
while better regulating the rules of the game through programs in umpiring, competition,

and ensuring the safety and welfare of their equine companion players.U.S. Polo Assn.
brand products are authentic and officially sanctioned by the United States Polo Association
(USPA), the governing body for the sport of polo in the U.S. since 1890. USPA Properties,
Inc., a wholly owned, for-profit, tax-paying subsidiary of the USPA, manages its licensing
program in over 135 countries through independent retail, department, online and U.S. Polo
Assn. brand stores. Primarily featuring sportswear for men, women, and children, the
product offering has expanded to include accessories, luggage, watches, shoes, home
furnishings and more. As the steward of the Associations marks, Properties mission is to
develop a long-term source of revenue to help underwrite numerous programs for education
about and promotion of the sport of polo in the U.S., from memberships and handicaps, to
clubs and tournaments; from interscholastic programs to Team USPA mentoring; with
particular concern for equine welfare and player safety throughout. NIFT HYDERABAD
Page 25 USPA Properties, Inc. announced they are going to launch of its global website
redesign in conjunction with the international marketing initiative for its U.S. Polo Assn.
brand. The site emphasizes the authenticity of the brand's link to the game of polo and the
rich heritage of the USPA brand. The U.S. Polo Assn. brand is the official product of the
United States Polo Association, the governing body for the sport in the United States since
1890. The new site reflects a refreshed look and feel and contains content created to
resonate with the U.S. Polo Assn. brand's core customers around the world. It will act as an
engaging, go-to source for information related to the brand and to the sport of polo. The
robust website highlights social media platforms and features brand videos, special photo
galleries, press excerpts, a full schedule of polo events and venues, and a global map of
retail locations in 135 countries worldwide. Additionally, it provides a detailed timeline
tracing the history of the sport. A special focus is on young, emerging polo players who
epitomize the spirit of the U.S. Polo Assn. brand. Each year, young players compete for
spots on Team USPA, and site visitors will be able to view videos, see profiles and watch
interviews with some of these talented athletes. The Southern District of New York ruled on
the trademark infringement case between the U.S. Polo Association (USPA) and fashion
corporation Polo Ralph Lauren. Ralph Lauren owns federal trademark registrations for
marks associated with the Polo brand, including the Polo Player Logo and the word mark
POLO. The USPA owns NIFT HYDERABAD Page 26 more than 900 trademarks

worldwide, including the Double Horsemen Mark and U.S. Polo Assn. The USPA and
Ralph Lauren have been bickering in court over trademarks since 1984, where the court
found that the USPAs had infringed Ralph Laurens Polo Player Logo, POLO word mark,
and other work marks and trade dress. The USPA was enjoined from further infringement
but could still use its name, a mounted polo player, a equestrian image, and other references
to the sport as long as they were distinctive from the Ralph Lauren trademarks.

Chapter-2

Review of Literature

Chapter 2

Review of Literature

Retailing is an upcoming area in the field of management research. Though retailing is a


concept which is existing during the existence of the mankind, but the concept of
unorganized retailing turning to organized one is not that older a concept. Indian retailing
has gone through a drastic change late nineties after liberalization. The advent of retailing
as a more organized form has given way to a lot of research avenues and off course the
human behavior at the pivotal of this. It is the main area which is on focus for every
researcher. Consumer has been the most important factor for any retailing activity. In other
words, retailing is always consumer centric and studying the consumer behavior is of
utmost importance for the retailers, marketers and the researchers.
Another aspect of modern retailing that has aroused the interest of the researchers is the
growing concept of the malls as shopping destinations. Recent changes in the Foreign
Direct Investment (FDI) guidelines for retailing in India have also led way to the research
prospects. Also, cabinets recent decision on allowing 51% FDI in multi-brand retailing and
further rollback has also paved way for the researchers to generate their views on the same.
There have been substantial studies conducted on various aspects of retail over previous
few years on some of these areas pertaining to different geographies and demographics.
The researcher has undergone extensive study on the literature already available and tried to
generate an idea of the research prospects and various aspects over which a research can be
conducted in retail sector.

INTRODUCTION

Brand management holds the key in the modern markets, particularly in Indian markets
because Indians are very traditional. Indias traditional dress for men is Dhoti but gradually,
people transmitted into tailor made dresses. Due to the globalization process, Indians are
getting attracted to readymade dresses, particularly Multinational brands. The growth of
readymade mens wear business in India was very slow till the early 1980s. The main
reason for this was that Indian were used to buying cloth and getting their outfits tailored
mainly through local tailoring shops from the unorganized segment. Consequently, there
were no national level brands in this category for a long period. By the mid 1980s however
customer mind-set seemed to have started changing gradually, along with increasing
urbanization, and changes in the social and economic status and life styles. As in many
other industries in the nation, the move towards branding soon took momentum in the
market. In this study, an attempt was made to study the customer perception towards
branded apparel and retail garment showrooms of India. Both listed and unlisted players
cater to the branded apparel market. There are a small number of listed players such as VK
Fashions, Fashion Planet, Raymond Show Room, Bombay Dyeing, Peter England Show
Room, Gokul Emporium, Santhosh Life Style, John player and Hi-Fashions. Popular
unlisted players include Indigo Nation, Basic and Sting.
BRAND VALUE Film Crimmins, Executive Vice-president of DDB Needham told that the
key to ensure brand Loyalty was to increase the value of the brand in the mind of the
customer, a task he said, was easier said than done. Crimmins argued that more than
sustained advertising to build value, factors such as product improvements, package design,
communicating the competitive positions and promotion that deliver not only purchase
incentives but also added value.
Fernandez, P. (2009) had done a research on the impact of branding on youth in choice of
clothing. In his research he suggested that brand conscious is the right choice of clothing.
From his research he reviled that advertising is an important variable in conferring brand
values and establishing an image for the brand. The researcher concludes that to retain
loyalty of youth, brand managers and their employees need to build an emotional
attachment to make the brand special and bring lasting competitive advantage.

Khare, A. (2010) had done a research in emerging markets where consumers are becoming
conscious of fashion brands. He was actually directed towards understanding the
determinants of fashion clothing involvement of Indian youth. He had done a research on
Indians colleges to understand the importance of fashion apparels in their lives. His
research concludes that Indian youth is involved with branded fashion wear. There was not
much significant difference in the involvement of females and males towards fashion
clothing.
Verma, A.P. and Tiwari, K(2011) had done research on high potential consumers that
international and national brands can target in the Indian context. The Study shows that
people are becoming brand conscious with the increase in income level. Brands would do
well to understand the finer aspects of the scenario, to capitalize on the opportunities.
Yin, H.S. and Susan, S. (2012) had done a research on purchase preferences towards
foreign and domestic branded apparels. The research actually reveals that there is a positive
relationship between media influence and preferences towards foreign/domestic branded
apparels. The more a person is exposed to the media, the stronger will be the influence of
the media in persuading the individual to purchase the apparel.
Mittal, P. and Aggarwal, S. (2012) revealed in their research that that the consumer and his
behavior is the cornerstone of success in marketing. This research highlighted Consumer
Perception towards Branded Garments. Through this study an attempt has been made to
practically understand those emotional or rational appeals, which drive the purchase
decision toward the branded garments. Also certain demographic and psychographic
profiles have been studied and certain relation has been developed.
Rajput, N and Kesharwani, S (2012) this article defines that the Modern era provides high
quality materials and lot of variety in Indian garment market to satisfy the desire of
customers. The customers are utilizing the opportunity too. The results confirm that Indian
people have become highly brand conscious presently. Hence, brand image is a not a
significant factor in choosing the product or brand to buy. There are other aspects like,
quality, comfort, expectations and demographic characteristics are also influence to the

purchasing decision that dominate the purchase decision of males and females. The gender
differences do exist with respect to build attitude towards fashionable apparels and brands.
The study gives us the information males are equally interested to go for shopping as
females along with they spend excess money during shopping than their female
counterparts. Frequency of males going for shopping with their companions has increased
over times and has reached almost at par with that of females. Attitude of males towards
clothing varies from that of females.
Rajput, N and Kesharwani, S (2012) highlighted that high quality materials and lot of
variety in Indian garment market are required to satisfy the desire of customers. The results
according to the research showed that that Indian people have become highly brand
conscious presently. Hence, brand image is a not a significant factor in choosing the
product or brand to buy. The research gives the information that males are equally
interested to go for shopping as females along with they spend excess money during
shopping than their female counterparts. Frequency of males going for shopping with their
companions has increased over times and has reached almost at par with that of females.
Attitude of males towards clothing varies from that of females.

Chapter-3

Project Objectives

Chapter 3

Project Objectives

To understand the features of the products and the process of selling.


To understand the footfall in the store and identifying the low falls in the process.
To suggest improvements to increase the footfall in the store.
To understand the current Trend in the market.

Chapter-4

Project Methodology Adopted

Chapter 4
Project Methodology Adopted

Data Sources: In dealing with any real life problem, it is often found that data at hand are
inadequate, and hence, it becomes necessary to collect data that are appropriate. We have
chosen following methods:
a) Primary data: These are those data, which are collected afresh and for the first time, and
thus happen to be original in character. We have used the structured questioners.
Population of the study This Study was conducted at Delhi, India.
Sampling Size: It is the total number of respondents targeted for collecting the data for the
research. We have taken sample size of 31 respondents for our research.
Sampling Technique: Random sampling technique is used in this research project.
Data analysis:
We entered the daily data into MS-Excel sheets. After the exhaustion of the specified
geographical area, this data has analyzed using the different inbuilt formulae of Microsoft
excel this will also help us in making the simple graphical and tabulation techniques. This
data will help us in analyzing the outcome of the research.
Tools used for research
As the research is exploratory so the tool used for analyzing the data that can be collected
from questionnaires is Factor Analysis and other primary tools needed for questionnaire
design and data collection. We use factor analysis to check the impact of different factors of
customers that leads to buy or switch the brand. . Factor analysis attempts to represent the
correlations between variables as closely as possible with the fewest number of factors.

Chapter-5

Data Analysis & Interpretation / Description


of the Work Performed

Chapter 5

Data Analysis & Interpretation / Description of the Work


Performed

The above pie chart shows the gender wise classification of respondents. The chart
shows that 58.1% of males visit the us polo store for shopping while 41.9% of female
visit the store.

The above pie chart shows particular Age groups of respondents who visit the
US polo store. The above chart specifies that people within the age group 20
30 visit the store quite frequently while people within the age group below 20
visit the store in less numbers because mostly people below 20 are not earning
much so they cant afford.

The above chart shows that 87.1% people form urban place visit the US polo
store while rural area people actually dont visit the store due to lack of
awareness and low income.

The above chart basically shows that 74.2% singles visit the store quite
frequently while 25.8% married visit the store. Married once generally dont
have enough time to visit frequently that is the reason the numbers for married
are less when compared to singles.

The above chart shows that 67.7% students visit the US polo store while just
9.7% self employed people visit the store.

The above chart basically reveals that 54.8% post graduates visit the US polo
store while on the other hand only 19.4% professionals visit the store. And
school students basically are not found visiting the store.

T
he above graph shows that only 19.4% of the people strongly agree that they
recognise the product or brand before buying while just 3.2% people Strongly
disagree to the statement.

The above chart shows that 35.5% people strongly agree to the statement that
before buying any product they actually compare or evaluate the number of
alternatives.

The above chart basically shows that 35.5% people strongly agree that they
actually purchase the products repetitively once they are satisfied with the
product or brand while on the other hand just 6.5% of the people strongly
disagree to this statement.

The above chart actually reveals that 38.7% of the people strongly believe to
the statement that they are familiar with the US polo brand. While on the other
hand just 3.2% people strongly disagree to this statement. This actually shows
that US polo is a well known brand

The above graph basically shows that 35.5% people strongly believe in the
statement that they actually recognise the US polo brand against other
competing

brands

while

3.2%

strongly

disagree

to this

statement.

The above graph shows that just 6.5 people are strongly agree to the statement
that US polo would be their first choice while on the other hand 16.1% people
Strongly disagree to this statement.

The above graph shows that just 3.3% of the people strongly disagree that US
polo brand is of high quality while 26.7% people believes that US polo brand is
of high quality. While looking at that graph it can be recognised that US polo
brand is actually of high quality.

The above graph shows that 9.7 % people strongly agree that US polo is a
reliable brand while 3.2% people Strongly disagree to this statement.

The above chart shows that just 3.2% people strongly disagree to the statement
that US polo is a trustable brand while 12.9% strongly agree to this statement.

The above chart actually shows that 12.9% of the people strongly agree that
US polo actually meet their expectations while 6.5% people strongly disagree to
this statement.

The above chart shows that 13.3% people strongly agree to the statement that
US polo has good service facility while just 6.7% people disagree to this
statement.

The above chart shows that 3.2% people strongly agree to the statement while
3.2% people strongly disagree to this statement.

The above chart shows that 12.9% people strongly agree that they like the
brand image of the company while 3.2% people strongly disagree to this
statement.

The above charts basically shows that just 9.7% people strongly agree that
they will actually recommend US polo to their friends and relatives while on
the other hand just 3.2% of the people strongly disagree to this statement.

Chapter-6

Findings

Chapter 6
Findings

38.7% people are actually familiar with US polo brand. This shows that company is

taking hard steps towards increasing the popularity of the Brand.


The report shows that US polo brand is being recognised by 35.5% people against
the other competing brands which is actually a good percentage which is showing

that efforts are made by the company is promoting their brand name.
32.3% of consumers actually makes US polo their first choice when they are out for

shopping.
60% consumers says that US polo is a high quality brand which shows that US polo

brand has a good image in the minds of the consumers.


54.8% consumers believes that US polo is a trustable brand which is a good sign for
the company as it has a great future ahead as they can sell more and more of their

products with the trust they had made in their past.


45.2% consumers actually believe that US polo brand had fulfilled their

expectations.
64.5% consumers believes that the image of the company is quite good and its
always good for the company to make a good image in the minds of the consumers.

Chapter-7

Recommendations

Chapter 7
Recommendations

The US polo brand should attract other segments by adding more varieties and more

fashionable apparels.
US polo should make their outlets more attractive so as to create a WOW

experience.
OMNI ( NOW) a system which has been started by the US polo outlets a year back
which actually helps consumers to get the product delivered at their home, the
company should create more awareness about this system so as to increase their

sales.
US polo stores should always keep their mannequins up to date, covered up with
latest fashion trends.

Body of Chapter -7

References

References

Marshall L. Fishe,r Jayanth Krishnan and Serguei Netessine (2006) Retail Store
Execution: An Empirical Study
MS. VIDUSHI HANDA and MR. NAVNEET GROVER RETAIL SECTOR IN
INDIA: ISSUES & CHALLENGES International Journal of Multidisciplinary
Research Vol.2 Issue 5, May 2012,
SUNITA SIKRI & Ms. DIPTI WADHWA GROWTH AND CHALLENGES OF
RETAIL INDUSTRY IN INDIA: AN ANALYSIS ASIA PACIFIC JOURNAL OF
MARKETING AND MANAGEMENT REVIEW Vol.1 Issue 1, SEPTEMBER
2012

http://www.ibef.org/industry/retail-india.aspx accessed on 7th June, 2016.


https://www.bcg.com/ as accessed on 8th June, 2016.
http://www.uspoloassnglobal.com/ as accessed on 12th June, 2016
http://www.thehindu.com/business/Industry/arvind-eyes-doubling-of-revenue-from-

us-polo-in-3-years/article7771011.ece as accessed on 15th June, 2016


http://www.business-standard.com/article/companies/us-polo-will-be-a-rs-1-000crore-brand-by-2018-arvind-ltd-ceo-lifestyle-brands-115101600899_1.html
accessed on 15th June, 2016

as

Annexures

Annexure A

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