Index
 

 
Chapter Topic  Page No. 
No 
1  1.1 Introduction   6
1.1.1Understand Branding
1.1.2 History of branding:
1.1.3 Branding in today’s market:
1.1.4 Importance of branding
1.1.5 Importance of branding in business:
1.1.6 Importance of branding in marketing:
1.1.7 Importance of branding in advertising:
1.1.8 Development of brand equity:
1.1.9 The competitive advantage of brand loyalty :

1.1.10 Understanding consumer buying behaviour:

1.1.11 Factors affecting consumer buying behaviour:
1.1.12 Consumer buying process:
1.1.13 Branding’s influence on consumer purchasing behaviour
1.1.14 Current Customer Trends
1.1.14 Buying Experiences
1.1.15 Howard Sheth Model of Buying Behaviour 
1.1.16 Impact on consumer learning skills:
1.1.17 Impact on consumer’s perception of brands 
1.1.18 Impact on consumer’s attitudes towards brands

1.2 TOP BRANDS IN INDIA:  30

1.2.11 PROVOGUE  
1.2.2 LOUIS PHILIPPE  
1.2.3 VEN HEUSEN  
1.2.4 ALLEN SOLLY  
1.2.5 PETER ENGLAND’S  
1.2.6  LEVI’S FASHION BRAND  

2  Research Methodology   43

2.1 Introduction
2.2 Objectives of the study
2.3 Primary Research  
 2.4 Sample size
2.5 Sampling unit
2.6 Secondary data
2.7  Data collection tools  
2.8 Limitations of the study

3  Review of Literature   45

4  Data Analysis, Interpretation and Presentation   52

5  Conclusions and Suggestions   68

6  Bibliography   70

  

 
 

CHAPTER 1: INTRODUCTION  

1.1 Introduction:

Nowadays, brand has become a status symbol. Branded products are now preferred by
customers all over the world. But the question is why. Is it the brand's quality that draws
customers in, or some other factor? The purpose of this study is to investigate the impact of
brand on consumer purchasing behaviour. Along with determining the effect of brand on
consumer purchasing behaviour, the study's goal is to gain a thorough understanding of
branding and consumer behaviour.

The entire study has been conducted with reference to the Indian fashion industry. Firms in
the fashion industry are competing to increase their market profit share, and among these
firms, branded clothing and accessories have shifted people's traditional style and interest.
Why is it that one brand is sold at a high price and another at a low price have the same
quality and attributes? Because of their importance and direct relationship with consumers,
brand studies have always captured the attention of marketers.

Marketers use brands to gain a competitive advantage over other competitors, and they play
an important role in the success of businesses. Brand is extremely important in the lives of
consumers. To avoid uncertainty and quality issues, consumers choose brands and trust them
in the same way they trust their friends and family members. India has a thriving growing
economy, and the country's fashion industry has advanced dramatically in recent years. The
growing popularity of fashion goods and the emerging market have piqued the interest of
both foreign and domestic brands in providing services to their customers.

This chapter is included to clarify how an effective methodological philosophy can contribute
to the successful production of an unbiased and critically project in order to understand the
methodology used to compile this project. In addition, understand the steps taken to reach the
relevant conclusion outlined in Chapter 5.

This chapter also serves to justify and authenticate the research procedures used to meet the
set of objectives and answer the project's main research question.

Brand: brand is an intangible asset that helps people identify a specific company and its
products. This is especially true when companies need to set themselves apart from others
who provide similar products on the market, including generic brands. Advil is a common
brand of ibuprofen, which the company uses to distinguish itself from generic forms of the
drug available in drugstores. This is referred to as brand equity.

People often confuse logos, slogans, or other recognisable marks owned by companies with
their brands. While these terms are often used interchangeably, they are distinct. The former
are marketing tools that companies often use to promote and market their products and
services. When used together, these tools create a brand identity. Successful marketing can
help keep a company's brand front and centre in people's minds. This can spell the difference
between someone choosing your brand over your competitor's.

A brand is considered to be one of the most valuable and important assets for a company. In

fact, many companies are often referred to by their brand, which means they are often
inseparable, becoming one and the same. Coca-Cola is a great example, where the popular
soft drink became synonymous with the company itself. This means it carries a tremendous
monetary value, affecting both the bottom line and, for public companies, shareholder value

This is why it's important for companies to protect their brands from a legal standpoint.
Trademarks identify exclusive ownership over a brand and/or product, along with any
associated marketing tools. Registering trademarks prevent others from using your products
or services without obtaining your permission.

1.1.1 Understand Branding:

Products are what companies make, but customers buy brands. Therefore marketers go for
branding in order to distinguish their offerings from similar products and services provided
by their competitors. Additionally, it carries an inherent assurance to the customers that the
quality of a purchase will be similar to earlier purchases of the same brand.

Branding is a process, a tool, a strategy and an orientation.

 To build long term relationship with the customers

  Used as a differentiation strategy when the product cannot be easily distinguished in
terms of tangible features.
 A conscious customer satisfaction orientation process.

Kotler (1999) expands on the concept of identity by stating that a brand is capable of
conveying up to six different levels of meaning to a targeted audience. This is known as the
“Six Dimensions of The Brand”

ATTRIBUTES   A brand will communicate specific attributes, such as prestige  

BENEFITS   A brand strengthens a product’s attributes by communicating a set of
benefits that makes it more attractive.  
VALUE   A brand represents a company’s core value belief system  
CULTURE   A brand is representative or target or a target audiences socio culture
characteristic  
PERSONALITY   A brand can project behavioural personality patterns of targeted
consumers  
USER   The brand, in some cases can emulate the end user  

1.1.2 History of branding:

Branding in its earliest form dates all the way back to around 2000BC and was purely used
to depict ownership. Farmers would brand their cattle to make them stand out from other
livestock, and craftsmen would imprint symbols onto their goods to signify their origins.

Many ancient civilisations made use of branding in order to sell their goods to the masses. In
ancient Babylon, merchants attracted buyers to purchase items such as spices, wines and rugs
with a verbal sales pitch. To explain their offerings to a mostly illiterate populace, in places
like ancient Egypt, Greece and Rome, they hung pictorial signs and painted their storefronts.
There are markings on the walls of the ancient city of Pompeii that illustrate writing being
used for advertising purposes.

More than 3,000 years ago in the Western Zhou Dynasty of China, trade fairs were held,
where vendors pitched their wares using displays. It was in China that paper was to be
invented, along with block printing, opening the doors to mass communication.

Industrialisation paved the way for mass production; making it possible to produce large
amounts of goods in a cost-effective way. Early forms of advertising sought to spread
information about products, aiming to reach not just the rich, but the rapidly emergent middle
class- the new mass market. With buyers now able to choose from a wide selection of
products for the first time, logos were used to not only indicate the manufacturer, but to act as
a symbol of quality.

Advertising agencies began to appear in England in the 1800s, and companies used them to
find increasingly new and innovative ways to reach customers. As many people did not read
newspapers, other advertising tactics were used, including the use of banners on hand-held
poles, people wearing placards, and umbrellas with signs on them. Companies began to
promote their ‘brand names’ through attractive packaging and eye-catching slogans

1.1.3 Branding in today’s market:

Branding in today’s market reaches far beyond a slogan, logo and colour scheme. A company
with a successful brand strategy can be recognised nationally and will help bring value to
your business. There are several slip-ups that can be easy for a company to get stuck on as
well as some tips that will help a company to succeed.

Social media is a great place for your company to show its personality and find its voice.
Customers feel more connected when a business is able to humanise its brand. This advocacy
could spawn high engagement and great user generated content on your channels. Not only is
social media good for customer interaction, it will soon become an expectation of customers
to have the option of using social media for customer service support and communication.
When a brand is not active or present on social media, they could miss out on an important
opportunity to respond quickly and personally. This in turn can leave the customer with a
positive experience and a potential crisis can be avoided.

For a company to become recognised nationally, they need to keep a consistent brand
message. Give your brand a personality that will make it stand out in the market. What makes
your company unique? How are you better than your competitors? What makes up the core of
your company? These questions should be answered with every message you put out. Every
interaction should provide a customer with a positive experience and leave them wanting
more!

When creating a brand, it is important to avoid common mistakes that could hurt you in the
long run. Build your brand around your company and its ideals, but make sure that your
messaging speaks to your target audience. You may think that you can read minds, but it is
best to simply ask a customer what truly matters to them. By basing your messaging on
values, you can avoid getting caught up in the latest and greatest trends that steer you away
from your brand strategy. Mixing your business goals and your customers needs together,
your messaging will be much more effective.

Brand messaging is a big task that can be extremely successful with a strong and clear
strategic approach. Make sure your brand honestly reflects your company and its story, stays
consistent and speaks directly to your customers.

1.1.4 Importance of branding

Principle of branding- A set of related products that are manufactured by a company

and are sold as a family product under the marquee or a banner of a brand have a certain
recognition and a place of respect within that very market.  
Branding the product thus, is a mean of creation of identification and recognition in the
market. It is not just a process of getting a trademark and logo, but it is process of
evolving as a well reputed name on the market and field. A very well-known brand that
has become the identity of the market itself is the office equipment manufacturer
‘Xerox’. Though it is a company’s name, the act of photocopying is termed as
‘Xeroxing’.  

1.1.5 Importance of branding in business:

A business’s branding is more important than you might think. On the outside, your brand
may seem like it consists only of elements such as logos and colours, but your brand is
actually the entire identity of your business. Your brand gives you personality.

Branding has always been a vital part of business, but it may be more important now than
ever before. With social media, consumers get exposed to new brands every day. This can be
great for consumers who have plenty of options and are able to do research to find the best
one, but it makes it harder for businesses.

One of the most obvious reasons that businesses need branding is to help them get recognised
more often. If you have strong branding for your business, people will naturally take note of
it much more than they would a business without it. A business that doesn’t really have any
cohesive branding isn’t going to stay in someone’s mind for very long.

However, a business with elements such as a distinct logo, attractive colours and other visual
elements will be much more memorable. Someone might see your brand for only a moment,
but if it sticks out in a positive way, there’s a good chance they won’t forget it, even if this
person isn’t ready to use your products or services just yet. Eventually, when they’re ready to
take the next steps, if your branding has stuck with them, they’ll come back to you.
1.1.6 Importance of branding in marketing:

81% of consumer  say they don’t buy from businesses unless they trust them. Fortunately,
branding helps solve this concern as each component gears toward earning and building trust.

Branding helps you stand out against competitors. branding assists you in standing out from
the sea of sameness — thanks to your unique identity and voice. In turn, this helps you
increase brand awareness.

Branding makes your organisation memorable. people are more likely to remember a
business with a personality-rich brand identity than without a distinctive voice or specific
values that it stands for. branded content encourages 86% brand recall compared to 65% with
pre-roll ads.

Branding helps your business connect with consumers on a human level. you can foster more
robust connections, instilling a sense of loyalty among consumers.

Branding grows your revenue. a consistent and unique brand lifts revenue and breeds loyal
customers.

1.1.7 Importance of branding in advertising:

Effective branding in advertising is the one that can generate “WOW” expressions from
customers. To achieve this there are some factors that further explain the importance of
branding.

 Branding boost conversions: In the world of advertisement, brand plays a crucial role
in increasing conversion rates. A reputed brand can easily persuade potential
customers to purchase their products and services.

 Branding gives a definitive meaning: Today the world of business is overwhelmed

with marketing. Wherever you go, you are exposed to advertisements through
multiple channels. But one thing that lacks in all these advertisements is their
meaning. When word marketing comes into play ii doesn’t mean to win a share of a
customer’s wallet. It means to win their minds and hearts along with money.

No customer is impressed by the features and price of the product, but by meaning. 
Marketing with meaning helps to add value to people’s life without dependency on
purchase. This eventually becomes more valuable than the product itself.

 Branding creates an emotional connection: Emotion is considered to be a powerful

energy that plays a crucial role in holding decisions taken by a person. Emotions can
influence one’s behaviour and are responsible for how and when the decision is to be
made.
 These emotions also play an important role in choosing brands. For this reason, Brand
work is helpful in identifying the target customers. Through this, a detailed persona of
a customer can be prepared that helps in understanding exactly what the customer is
looking for

1.1.8 Development of brand equity:

The amount of clout controlled by different brands will vary. Some are deeply
embedded in the global culture and thus, are highly recognisable, while other are virtually
unknown to consumer. When attempting to place a value on a brand one refers to “brand
equity”. Chay (1991) defines brand equity as a “set of associations and behaviour on the part
of the brand’s customer, channel member, and parent corporation that permits the brand to
earn greater volume or greater margin than it could without the brand name and that gives the
brand strong, sustainable and differential advantage over competitors”. This explanation
creates a clear link between a product values, be it financial or intangible and a brand name.  
 
• Using the financial perspective, one measures brand equity by determining how much more
consumer are willing to pay in direct relation to brand name. This gives marketers essentials
insight into the financial value of the brand. When viewing brand equity from this
perspective, one must naturally consider overhead, cost of advertising  
. 
 
• Using the consumer-based perspective entails consider how the attitude strength of consumer
is directly influenced by the brand name.  
 
• The perspective operates under the assumption that the consumer had extensive experience
with the product in question.  
  
• The consideration and development of brand equity is vital as its benefits are wide reaching.
One can consider brand equity as an asset, as it can increase cash flow via the widening of the
company’s market share and allowance of higher pricing policies.  
 

1.1.9 The competitive advantage of brand loyalty :

Brand loyalty refers to the consumers special attachment to a certain product. This is
exhibited by the customers repeated purchase of a given product, despite there being other
alternatives in the market. In other words, brand loyalty is where a customer repeatedly
purchases a product from only one manufacturer, leaving out other suppliers brands. Brand
loyalty is of value to businesses because repeated purchases generate higher revenues as well
as customer referrals.

 Helps in Building a strong customer base

To succeed in the market, your business must be able to surpass its competitors to ensure that
it attains a competitive edge. Brand loyalty is one tool that has continued to help businesses
achieve this. When you have a customer brand loyalty, your business will experience the
continuous purchase of your brand without considering things like high price or convenience.
Customers who are loyal to a particular brand are not easily influenced. The probability of
them to continue using a particular product or service will increase. Also, loyal customers
mostly become brand ambassadors for manufacturers. Satisfied consumers will often spread
brand awareness by referring new customers. By doing this, they provide the company with
free marketing services. Brand loyalty helps the business to withstand a recession. This is
because brand loyalists do not stop buying their favourite brand even amidst a recession.

 It gives businesses a competitive advantage

A company with strong brand loyalty always has a competitive advantage. It is the brand
loyal customers who assist a company to go past its competitors, making it succeed in the
marketplace.

 Leads to high sales

Also, brand loyalty helps businesses to increase their number of sales. When customers
remain loyal in purchasing a certain commodity for a long time, businesses are able to sell
many of those commodities. This is because it ensures long-term business sustainability.
Again businesses are able to measure the quantity of their brands success through brand
loyalty. In other words, it is a quantifiable measure of a business success. Generally, to
nurture brand loyalty, you are required to establish a reward program. This will help to entice
consumers to continue purchasing a certain product in order to accumulate points. The
objective of doing this is to ensure that customers accumulate as many points as possible,
which they can redeem later to get prizes or rewards.

1.1.10 Understanding consumer buying behaviour:

Consumer buying behaviour is the study of individuals, groups, or organisations and the
processes they use to select, secure, use, and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these processes have on the consumer and society. 

Marketing success or failure of a company depends on target consumers’ individual and

group reactions expressed in the form of buying patterns. Since customer is the reason why
any organisation exists, it is necessary to understand the customer and study the pattern of his
buying behaviour. 

According to Frederick Webster- “Consumer buying behaviour is all psychological, social

and physical behaviour of potential customers as they become aware of, evaluate, purchase,
consume and tell other people about products and services.”

It may be viewed as an orderly process whereby the individual interacts with his environment
for the purpose of making market decisions on products and services. To achieve a better
understanding of the consumer behaviour, study of such disciplines like economics,
sociology, psychology, and anthropology is required. 
Economics explains consumer behaviour in relation to economic factors. Sociology and
cultural anthropology supply explanations concerning the influences of family and group
behaviour upon individual behaviour, the diffusion of new products and ideas (innovation)
among various groups, and the impact of culture on its members. 

Psychologists explain the motivation that underlines buying behaviour, the perceptions
individuals have of themselves and the products they buy. The internal and external forces
and influences interact in highly complex ways, affecting the individual’s total pattern of
behaviour as well as his buying behaviour.

1.1.11 Factors affecting consumer buying behaviour:

There are many factors that influence the buyer behaviour. Consumer behaviour refers to the
selection, purchase and consumption of goods and services for the satisfaction of their wants.
There are different processes involved in the consumer behaviour. Initially the consumer tries
to find what commodities he would like to consume, then he selects only those commodities
that promise greater utility. After selecting the commodities, the consumer makes an estimate
of the available money which he can spend. Lastly, the consumer analyses the prevailing
prices of commodities and takes the decision about the commodities he should consume.
Meanwhile, there are various other factors influencing the purchases of consumer such as
marketing, personal, social, cultural, personal and psychological factors.

Marketing Factors
Each element of the market mix – product, pricing, promotion and place has the potential to
affect the buying process at various stages.
 Product: The uniqueness of the product, the physical appearance and packaging can
influence buying decision of a consumer.
 Pricing: Pricing strategy does affect buying behaviour of consumers. Marketers must
consider the price sensitivity of the target customers while fixing prices.
 Promotion: The various elements of promotion such as advertising, publicity, public
relations, personal selling, and sales promotion affect buying behaviour of consumers.
Marketers select the promotion mix after considering the nature of customers.
 Place: The channels of distribution, and the place of distribution affects buying
behaviour of consumers. Marketers makes an attempt to select the right channel and
distribute the products at the right place

Personal Factors

The personal factors of a consumer may affect the buying decisions. The personal factors
include:

 Age Factor: The age factor greatly influences the buying behaviour. For instance,
teenagers may prefer trendy clothes, whereas, office- executives may prefer formal
clothing.
 Gender: The consumer behaviour varies across gender.
 Education: Highly educated persons may spend on books, personal care products,
andso on. But a person with low or no education may spend less on personal
groomingproducts, general reading books, and so on.
 Income Level: Normally, higher the income level, higher is the level of spending
andvice-versa. But this may not be always the case in developing countries, especially
inthe rural areas.
 Status’ in the Society: Persons enjoying higher status in the society do spend a
goodamount of money on luxury items such as luxury cars, luxury watches,
premiumbrands of clothing, jewellers , etc.
 Other Personal Factors: The other personal factors such as personality, lifestyle,family
size, etc., influence consumer behaviour.

Psychological Factors

A person’s buying behaviour is influenced by psychological factors such as

 Learning: It refers to changes in individual behaviour that are caused by information

and experience. For example, when a customer buys a new brand and is satisfied by
its use, then he/she is more likely to buy the same brand the next time. Through
learning, people acquire beliefs and attitudes, which in turn influence the
buyingbehaviour.
 Attitude: It is a tendency to respond in a given manner to a particular situation
orobject or idea. Consumers may develop a positive, or negative or neutral attitude
towards certain product or brands, which in
turn would affect his/her buying behaviour.
  Motives: A motive is the inner drive that motivates a person to act or behave in a
certain manner. The marketer must identify the buying motives of the target
customers and influence them to act positively towards the marketed products.

 Perception: It is the impression, which one forms about a certain situation or object. A
motivated person is ready to act. But the way or the manner in which he acts is
influenced by his/her perception of the situation.

 Beliefs: A belief is a descriptive thought, which a person holds about certain things. It
may be based on knowledge, opinion, faith, trust and confidence. People may hold
certain beliefs of certain brands/products. Beliefs develop brand images, which in turn
can affect buying behaviour.

Situational Influences

Major situational influences include the physical surroundings, social surroundings, time, the
nature of the task, and monetary moods and conditions.

 Physical Surroundings: The physical surroundings at the place of purchase affects

buying behaviour. For instance, when a customer is shopping in a store, the features
that affects buying behaviour would include the location of the store, the decor, the
layout of the store, the noise level, the way merchandise is displayed, and so on.

 Social Surroundings: The social surroundings of a situation involve the other people
with the customer that can influence buying decision at the point of purchase. For
instance, a bargain hunter shopping with an impatient friend may do quick purchases,
and may not bargain over the price, so as to please the impatient customer.

 Time Factor: Customers may make different decisions based on when they purchase –
the hour of the day, the day of the week, or the season of the year. For instance, a
consumer who has received a pay cheque on a particular day may shop more items,
than at the end of the month when he is short of funds.

 Momentary Conditions: The moods and conditions of the customer at the time of
purchase may also affect the buying decision. A customer who is very happy would
make a different buying decision, as compared to when he is not happy.

Social Factors

The social factors such as reference groups, family, and social and status affect the buying
behaviour:

 Reference Groups: A reference group is a small group of people such as colleagues at

work place, club members, friends circle, neighbours, family members, and so on.
Reference groups influence its members as follows:

- They influence members’ values and attitudes.

- They expose members to new behaviours and lifestyles.
 - They create pressure to choose certain products or brands.
 Family: The family is the main reference group that may influence the consumer
behaviour. Nowadays, children are well informed about goods and services through
media or friend circles, and other sources.

 Roles and Status: A person performs certain roles in a particular group such as family,
club, organisation, and so on. For instance, a person may perform the role of senior
executive in a firm and another person may perform the role of a junior executive.
The senior executive may enjoy higher status in the organisation, as compared to
junior executive.

 People may purchase the products that conform to their roles and status, especially in
the case of branded clothes, luxury watches, luxury cars, and so on.

Cultural Factors

Culture includes race and religion, tradition, caste, moral values, etc. Culture also include
sub-cultures such sub-caste, religious Sects, language, etc.

 Culture: It influences consumer behaviour to a great extent. Cultural values and

elements are passed from one generation to another through family, educational
institutions, religious bodies, social environment, etc. Cultural diversity influences
food habits, clothing, customs and traditions, etc. For instance, consuming alcohol and
meat in certain religious communities is not restricted, but in certain communities,
consumption of alcohol and meat is prohibited.

 Sub-Culture: Each culture consists of smaller sub-cultures that provide specific

identity to its members. Subcultures include sub-caste, religious sects geographic
regions as South Indians, North Indians, and based on languages etc. The behaviour of
people belong to various sub-cultures is different. Therefore, marketers may adopt
multicultural marketing approach, i.e., designing and marketing goods and services
that cater to the tastes and preferences of consumers belonging to different sub-
cultures.
1.1.12 Consumer buying process:

the consumer decision-making process involves five basic steps.

1. Problem recognition

The first step of the consumer decision-making process is recognising the need for a service
or product. Need recognition, whether prompted internally or externally, results in the same
response: a want. Once consumers recognise a want, they need to gather information to
understand how they can fulfil that want, which leads to step two.

But how can you influence consumers at this stage? Since internal stimulus comes from
within and includes basic impulses like hunger or a change in lifestyle, focus your sales and
marketing efforts on external stimulus. 

Develop a comprehensive brand campaign to build brand awareness and recognition––you

want consumers to know you and trust you. Most importantly, you want them to feel like they
have a problem only you can solve.

Example: Winter is coming. This particular customer has several light jackets, but she’ll
need a heavy-duty winter coat if she’s going to survive the snow and lower temperatures.

2. Information search

Content Map With Funnel (B2C) Example (Click on image to modify online)

When researching their options, consumers again rely on internal and external factors, as well
as past interactions with a product or brand, both positive and negative. In the information
stage, they may browse through options at a physical location or consult online resources,
such as Google or customer reviews.
Your job as a brand is to give the potential customer access to the information they want,
with the hopes that they decide to purchase your product or service. Create a funnel and plan
out the types of content that people will need. Present yourself as a trustworthy source of
knowledge and information. 

Another important strategy is word of mouth—since consumers trust each other more than
they do businesses, make sure to include consumer-generated content, like customer reviews
or video testimonials, on your website.

Example: The customer searches “women’s winter coats” on Google to see what options are
out there. When she sees someone with a cute coat, she asks them where they bought it and
what they think of that brand.

3. Alternatives evaluation

At this point in the consumer decision-making process, prospective buyers have developed
criteria for what they want in a product. Now they weigh their prospective choices against
comparable alternatives.

Alternatives may present themselves in the form of lower prices, additional product benefits,
product availability, or something as personal as colour style options. Your marketing
material should be geared towards convincing consumers that your product is superior to
other alternatives. Be ready to overcome objections—e.g., in sales calls, know your
competitors so you can answer questions and compare benefits.

Example: The customer compares a few brands that she likes. She knows that she wants a
brightly coloured coat that will complement the rest of her wardrobe, and though she would
rather spend less money, she also wants to find a coat made from sustainable materials.

4. Purchase decision

This is the moment the consumer has been waiting for: the purchase. Once they have
gathered all the facts, including feedback from previous customers, consumers should arrive
at a logical conclusion on the product or service to purchase.

If you’ve done your job correctly, the consumer will recognise that your product is the best
option and decide to purchase it.

Example: The customer finds a pink winter coat that’s on sale for 20% off. After confirming
that the brand uses sustainable materials and asking friends for their feedback, she orders
the coat online.

5. Post-purchase evaluation

This part of the consumer decision-making process involves reflection from both the
consumer and the seller. As a seller, you should try to gauge the following:

 Did the purchase meet the need the consumer identified?

  Is the customer happy with the purchase?
 How can you continue to engage with this customer?

Remember, it’s your job to ensure your customer continues to have a positive experience
with your product. Post-purchase engagement could include follow-up emails, discount
coupons, and newsletters to entice the customer to make an additional purchase. You want to
gain life-long customers, and in an age where anyone can leave an online review, it’s more
important than ever to keep customers happy.

1.1.13 Branding’s influence on consumer purchasing behaviour

A Consumer’s behaviour may be either positive or negative, depending on the outcome of

their
learning and evaluating process. The evaluation of consumer attitudes towards brands has
quickly become a major part in conducting marketing research. The development of positive
attitudes towards brands can lead to not only the sustaining of competitive advantage, but in
the bettering of the financial health of a company. Branding has been found to be a key in
formation of positive attitudes towards products, especially those involving low-levels of
consumer involvement. However it has been noted that there are factors that might negate the
effects of the formation of positive attitudes. One being that the effects of positive attitudes
can dissipate should the consumer not purchase the product within a certain timeframe.
Another factor that might negate the effects of positive attitudes might be an overtly high
pricing policy, which might have a contrary effect to the consumer’s positive attitudes
towards the brand and result in a non sale.

1.1.14 Current Customer Trends

Male Shopping Habits

o Men are creatures of habit and find comfort in what is familiar to them - less
risk in purchases.

o Research shows that nearly 75 per cent of male shoppers buy clothing at the
exact same stores they went to three years back.
Men are not as adventurous in fashion as women and changes to are far less
common.

o Male shoppers demand much more customer service.

o Men tend to stay with a brand or a style and stick with it for several years -
less likely to change.

o Male consumer loyalty makes it harder for new businesses or brands to

attract new customers.
 o Retail stores must create some kind of compelling reason for the male
shopper to switch.

o Male oriented activities like putting greens in the sports department, computer
games, celebrity endorsements, all help men try a new store.

Marketer's and brand retailer's need to capitalise on this consumer trend. It's no
longer just the metrosexual or uber-sexual man. It's the future consumer and the
buyer. In the past men were ignored as mere buyers for their female counterparts.
But as the market evolves they will be the biggest buyers for themselves. Brands
need to focus on this consumer as he will be the next big thing - The Man.
Teenage Power

o Teenage consumers influence the purchase patterns of many different age

groups.

o They are the offspring of the baby boomers and represent over 14 per cent of
the total population.

Typical teenager's room now includes a TV, a stereo, a DVD player, a computer and
perhaps even a microwave oven.

• Each room is a highly personalised environment that can be custom tailored and
personalised as a centre for entertainment.
42 per cent of all Indian teenagers, 18 and over, have their own credit card and
increasing another 14 per cent to have access to the credit cards.
Fashion brands need to pay more attention to this consumer segment as they are
the future of the marketplace. Increased income levels and exposure to television
makes them the consumer with the buying power, especially with the phenomenal
growth in the BPO sector where dress codes are essential and thus increasing the
opportunities for brands to market themselves and sell to this segment.

1.1.14 Buying Experiences

o Popularity of reality television speaks volumes about the heart beat of the
consumer.
Insecurity and a shyness and a new perspective about the outside world
cause people to enjoy vicarious adventures enacted by ordinary souls.

o Family values become more important.

Historical movies that present plot lines about overcoming danger and winning
against greater odds connect us to our past.
Women are being drawn to plots with warm and fuzzy endings - men to
macho excitement.

o People are watching more newscasts and making a bigger effort to

understand current events.
Marketers and businesses alike need to focus on these consumer trends and
make a detailed outline as to how they need to innovate to cater to the
 masses and not just a niche crowd as that's where the major business lies
and the brand image gets identity in the marketplace.

1.1.15 Howard Sheth Model of Buying Behaviour

The Howard Sheth model of consumer behaviour posits that the buyer’s journey is a highly
rational and methodical decision-making process. In this model, customers put on a
“problem-solving” hat every step of the way — with different variables influencing the
course of the journey.

According to this model, there are three successive levels of decision-making:

 Extensive Problem-Solving: In this stage, customers know nothing about the product
they’re seeking or the brands that are available to them. They’re in active problem-
solving mode to find a suitable product.

 Limited Problem-Solving: Now that customers have more information, they slow
down and begin comparing their choices.

 Habitual Response Behaviour: Customers are fully aware of all the choices they
have and know which brands they prefer. Thus, every time they make a purchase,
they know where to go.
 Inputs: This refers to the marketing messages and imagery a consumer receives while
they’re going through the decision-making process. “Inputs” also refers to any
perceptions and attitudes that come from the consumer’s social environment, such as
their friends, family, and culture.
 Perceptual and Learning Constructs: This may sound complicated, but this
stimulus is simply the customer’s psychological makeup and psychographic
information. Perceptual and learning constructs may include needs, preferences, and
goals.
 Outputs: After inputs and perceptual and learning constructs are mixed together, you
get the output. The output is the customer’s resulting action under the influence of
 marketing messages, social stimuli, and internal psychological attributes. It can result
in the customer paying more attention to a certain brand over another.
 External Variables: This is anything that’s not directly related to the decision-
making process, such as weather or religion, that still may sway the customer’s
decision.

1.1.16 Impact on consumer learning skills:

The consumer learning process may be summed up simply as the time when a 
customer is exposed to a product or service's branding efforts on a regular 
basis. Any part of a marketing plan, such as audio and visual forms of advertising, can be use
d into the branding process. Whether or not it is a conscious process, the consumer will learn 
from this information and acquire strong opinions about a brand. Because it is selfgrowing, br
anding has a significant impact on learning for marketers. Once customers start making purch
ases, others will gain knowledgethrough imitation. Vicarious learning occurs when customers 
start to imitate the social behaviour of their peers by applying what they have "vicariously" le
arned to their own life.

These changes are the result of knowledge that has effectively been saved as a collection of si
gnificant associations that the consumer's mind has made. The linkages described above give 
consumers a connection to the brand image of the offerings in relation to the promotional tact
ics employed to support this brand
 image. These resources provide the product's specifications as well as its pricing guidelines. 
The customer retains all the information because it was exposed to 
it during their particular learning process.

• Research shows that the learning process described above serves as a catalyst for eliciting
emotional reactions and evaluating them. These answers are ingrained in the consumer's
memory and will be brought to mind when making a purchasing choice. Consequently, for
marketers who want to effectively employ promotional techniques to influence consumers,
knowing the learning process is essential

1.1.17 Impact on consumer’s perception of brands  

The definition of perception given by engel in foxall (1980) is "the process by which stimuli
are absorbed and understood by the individual and transformed into a response." At this
point, it's crucial to emphasise that this process is particular to each person because
perception is so strongly influenced by a consumer's distinct belief system.

In making decisions, perception is important. Products are now largely chosen in a market
where branding is practised for the social or, in some circumstances, psychological identity
they express rather than only for their practical qualities.

As seen by the increased study efforts looking into these relatively new marketing channels
and their effects, social media marketing activities have recently captured the interest of both
marketers and researchers. This study presents findings from a meta-analysis that looked at
the connections between social media marketing activities (SMMA), brand equity (BE), and
purchase intent (PI). We quantify the effect sizes of these connections by performing a
quantitative meta-analysis of 15 papers (n = 6282). Further, measurement features (such as
the type of economic development, the type of questionnaire used, and the type of study
quality) and context factors—which are two categories of study characteristic variables—
have both been examined for potential moderating effects (industry type and sample type of
social media). The results of the meta-analysis show a strong correlation between SMMA and
BE (r = 0.57) showing a significant

We provide a comprehensive framework called perceived customer equity for how

consumers evaluate retail corporate brands. We suggest that perceived customer equity is a
higher-order consumer evaluation that is quantified via brand equity, value equity, and
relationship equity, drawing on the customer equity theory. Our work makes a significant
theoretical addition by providing a fresh holistic perspective on retail business brands as
opposed to an atomistic one. The constraints of image-based measurements, which frequently
rely on idiosyncratic methods to capture consumer views, are also solved through consistent
conceptualisation as well as operationalisation of perceived customer equity. We present a
fresh way of thinking about managing corporate retail brands. Our investigation, which was
done via a survey of consumers, supports the idea that perceived customer equity is a second-
order construct. Additionally, we notice that

By describing two factors that affect a consumer's view of brands, one can further develop
these notions by building on them. These two elements are stimulus generalisation and
discrimination.

whether a consumer is able to "discriminate" between the several ways they are stimulated?
When a customer is exposed to a brand for the first time, whether through advertising,
packaging, word-of-mouth marketing, or any other form of stimulus that had an impact on
their decision-making process, their levels of awareness of the brand will gradually increase
through their capacity to learn. Their view of the brand in issue will have an impact on their
decision to make a purchase once their level of brand awareness has improved.

Both the marketer and the consumer place a high value on how brands are perceived. It is
clear that perception has a significant impact when one considers that consumer frequency of
purchase varies. Marketers encourage the development of symbolic connections between the
consumer and the brand image by offering pertinent information for the consumer market. As
a result, the consumer will have the necessary tools to tell apart the brands being offered and
will so be persuaded in their choice. If a consumer has never used a product before, they will
not be able to base their decisions on the products' actual performance. Thus, the brand image
once more plays a crucial role in pointing the buyer toward a certain product.

Four important aspects that influence a potential consumer to choose a specific brand are
mentioned in order to better comprehend the importance of branding on the consumer
purchasing decision-making process.

• Consumers' perceptions of the risks associated with making purchases are significantly
influenced by brands. Six dangers are identified as being seen by consumers during all stages
of the decision-making process, and it is further explained how businesses can allay customer
concerns about these risks.
 One of a functional nature is the first apparent risk a buyer might experience. The buyer
can be concerned about whether the product will live up to their expectations. In order
to build a reliable brand, marketers aim to increase the level of perceived quality in
order to specifically address this risk.  

Consumer might also perceive a physical and/or psychological risk that might dissuade them
from continuing the purchase decision making process.

In time, consumer will have faith in a brand’s integrity

PERCEIVED QUALITY   via their perceived quality of the brand in question.  

BUILDING EXCELLENT When a company implements excellent after service

SERVICE   sales, this endorses the perceived quality of the brand
and facilitates activities in the pre and post purchase
moments of the decision-making process. As discussed
previously, this is key in the creation of the loyal
customers.  

STANDING    OUT    IN  THE  By striving to differentiate one’s brand from another,
companies hope to become embedded in the user’s
CONSUMER’S   culture and mind. This is most effective way to ensure
consumer positively perceive the brand and product.
This eventually leads to extremes forms of competitive
advantage.   

INVESTING  IN  DIFFERENTIAL  When one seeks to establish a brand, it is essential to

MARKETS   select a market in which it is possible to create
differentiation. Otherwise, the concepts of branding will
not be possible.  

 
 
A fourth type of risk that consumers may perceive is one of economic nature. Consumers
who are price sensitive will question whether the product is properly valued at the quoted
asking price. Again, marketers will try to counteract this by emphasising a product's
perceived value during the branding process. If done correctly, a consumer can become price
insensitive by developing a strong attachment to a brand and thus isolating himself or herself
from competitors.

A fifth risk that a consumer may perceive to be detrimental to the purchasing process is
whether his or her choice of a brand will cause embarrassment in a social setting, among his
or her peers. Marketers address this issue when developing a brand image. Marketers strive to
identify and differentiate their products as the preferred choice of revered people by
emulating current market trends and fashions.
The opportunity cost of looking for other items should the one chosen fail to meet the
consumer's demands and wants is yet another economic risk that consumers may take into
account. A brand's capacity to fulfil the satisfaction guarantee is demonstrated by a devoted
customer base. Thus, it is clear that branding is crucial in helping businesses solve their issue
in the minds of consumers.

 So how can you change your brand perception?

1. Examine your brand with fresh eyes.

2. Select the appropriate platform to comprehend your customers.
3. Appoint the appropriate leaders.
4. Question the audience.
5. Consult your staff.
6. Let content take the lead.
7. Be on the lookout for new opportunities.

Brand perception example

What people think about your brand, especially your target market, is what counts. A prime
example of brand perception is the Fox News logo. Fox News viewers who are devoted to the
brand view it as being "fair and balanced." Fox News is seen as precisely the contrary by
those who dislike the company's image.

1.1.18 Impact on consumer’s attitudes towards brands

Depending on the outcome of their learning and assessing process, an attitude might be
categorised as either positive or negative.

Assessing customer perceptions of brands has swiftly emerged as a key component of

marketing research. A company's financial health can improve as a result of the development
of good attitudes about brands, which can also result in the maintenance of a competitive
advantage.

When thinking about how people feel about brands, it's important to analyse if these feelings
are entirely consciously held or whether branding can influence people's feelings
subconsciously. According to Sigmund Freud's view, people rarely recognise how their
psychology affects their visual behavioural patterns, which implies that consumers may hold
beliefs about things at a subconscious level. One might get to the conclusion that branding
can be utilised to target subconscious wants that are at a prime level by acknowledging
Freud's theories.

Positioning  

Positioning has been defined differently by many authors. Among them are Beckman, Kurtz,
and Boone.

The consumer's view of a product's qualities, use, quality, advantage, and disadvantage in
respect to competing brands is referred to as "product positioning." Rudelius, Kerlin, and
 Berkowitz In relation to competing offerings, "product placement" refers to the position an
offering holds in the consumer's perception for key features.

Usefulness of positioning  

As competition rises & companies multiply, customers seek to differentiate between brands
in their own way. Positioning is an intentional endeavour on the part of the marketer to
amplify their inherent propensity & in the process, impart a distinct identity to his own brand
to make it stand out among the competition. The foundation upon which this distinction is
accomplished reflects customer views and preferences. The marketer attempts to affect this
process through his varied and well-coordinated actions.

Numerous other facets of the marketing plan also depend on the idea of placement. The other
marketing decisions, such as product design, packaging, price, and distribution strategy,
become obvious once one is certain of the position they want to occupy.

Brand positioning  

It is important to keep in mind that positioning primarily serves as a mirror of a product and
stifles the brand's rich meaning without considering all of its potential.

In the context of competition, positioning refers to the process of highlighting a brand's

distinctive and motivating qualities.

It is based on the analysis of response to the following four question.  

POSITIONING  

• Why?  
• For whom?  
• When?  
• Against whom?

Elements of positioning   

Evidence has shown that there are four distinct variables that affects the position of a given
product. These are: -  

a) The product itself   

b) The company behind it,  
c) The competition  

The Product: -  
How significant the item is to the consumer, what it means to him, and how he interacts with
it. The fact that a product uses better ingredients or a better manufacturing technique is
irrelevant unless this information provides the consumer with clear benefits.
The company: -  
Every company has a history, and every company creates products. In general, a company's
products have a better reputation the stronger its profile. Customers may, for example, see a
product more favourably if it originates from a reputable company like Tata's.

The competition: -  
The positioning of a product is always done in relation to numerous competing products.
Consumers typically have a predisposition to evaluate products in contrast to the market
leader. For instance, all copies are likened to modern Xerox, all computers to HCL,
toothpaste to Colgate, and so forth. Leading brand has an advantage over rivals.

The consumer: -  
Reiterating that positioning is primarily determined by customer perception as opposed to
factual evaluation As a result, it is crucial to consider how consumers perceive a product. The
consumer's self-perception as well as his cognitive and connotative variables are at play in
this situation.

1.2 TOP BRANDS IN INDIA: 

 
1.2.1 PROVOGUE  
 

                     
Provogue is an Indian clothing and accessories retailer based
in Mumbai, Maharashtra. It was launched in 1997 as a menswear fashion brand for
contemporary clothing. Over the years the brand has expanded its collection of men’s
and women’s fashion apparel and accessories.  

The company’s philosophy of ‘creating trends’ in fashion, an aggressive marketing

strategy, coupled with high profile promotional events and its distribution strategy of
retailing through selective stores and malls has resulted in provogue being now
positioned as a leading fashion brand in India.
Provogue was the apparel sponsor of Indian cricket league . They also became the kit
sponsor of Rajasthan Royals in 2015 and the deal was ended in 2017.
Currently, Hrithik Roshan is the brand ambassador
for Provogue. while Mahesh Babu is the brand ambassador for Provogue in South
India.  

There are over 50 Provogue stores located across 40 cities in India. 

 
 
On 1 July 2013, Provogue announced the launch of its e-commerce business portal.
On September 18, 2019 a two-judge division bench of the National Company Law Tribunal
(NCLT) in Mumbai has ordered the liquidation of readymade garment
maker Provogue (India) Ltd after lenders did not agree on the offers on the table for the
company.
 
 

NIKHIL CHATURVEDI 
 
Founder and Managing Director, Nikhil is a visionary and hands-on leader, who inspires
the organisation with a passion for excellence and single-mindedness to build shareholder
value which is his driving force
 
SALIL CHATURVEDI 
 
 
Co-Founder, Salil is known for his entrepreneurial drive, he has led the teams and been at the
forefront of the brand creation process. Active in strategy, structuring and investor relations,
he leads new business initiatives
 
DEEP GUPTA 
 
 
Co-Founder, Deep leads finance, treasury, administration and legal teams for the company,
involving the development of systems, processes, human resources, information technology
and investment policies.
 
AKHIL CHATURVEDI 
 
 
Akhil leads the retail activities of the Provogue Brand, driving future expansion plans, sales
and operating strategies and other retail business development initiative.
   
1.2.2 LOUIS PHILIPPE  

Louis Philippe’s range of superbly crafted garments makes an exclusive fashion statement
that is accepted as a symbol, recognised by its distinctive icon- ‘The upper crest’.  
 
 

                          
Louis Philippe is a premium brand of men's apparel originating from India. It is a subsidiary
of Madura Fashion & Lifestyle, which is a division of the Indian conglomerate Aditya Birla
Group, the brand was founded in 1989. Named after Louis Philippe, King of the French from
1830 to 1848, the brand is one of the largest apparel brands in India, as of 2018.
The Label is an online fashion and lifestyle magazine for men by Louis Philippe.
It has a turnover of more than US$150 million.
Landmark Group has announced appointment of Jacob John, Chief Operating Officer and
Business Head of Louis Philippe, Aditya Birla Group as Deputy Chief Executive – Lifestyle
Department Store.
In men's fashion Louis Philippe has a significant market share, and it is the result of its high
price and unique product offerings. Its pricing strategy-Prestige Pricing-helped the brand to
make an exclusive feeling and high-end product among customers    
He was proclaimed king in 1830 after his fifth cousin Charles X was forced to abdicate by the
July Revolution. The reign of Louis Philippe is known as the July Monarchy and was
dominated by wealthy industrialists and bankers.
Louis Philippe, Duc d'Orléans, destined to be king of the French from 1830 to 1848, spent
more than three years in American exile, from 1796 to 1800. Greedily curious, he and his
two younger brothers travelled many thousands of miles in the United States, from Maine to
New Orleans
 
BRAND REVIEW 
Louis Philippe, may be it was a BIG name before and the service I received was horrendous
and pathetic. The website looks nice and rosy. I ordered a Louis Philippe
Black KurtaAnd Pyjama - Colour: Black, Size:42, firstly the delivery services were too bad,
we had to go and pick it up from the courier after 2 days. All said and done we said its ok, we
were happy to get our delivery, once we opened it up, it was a very old pc, the Pyjama was ok
but the main wear the kurta had loose buttons as if some has been wearing this for a long
time, so also there was a cigarette burnt hole on the sleeve. I could not believe it, this is
coming from Louis Philippe. It was an occasion I had to wear it next day, it was a disaster. I
called up customer service, they were so rude and miserable. They blindly informed me
return it and they will refund the money. No customer service and concern for the
customers. Myntra is a way much much better.

Later I survey email to ask about the service and I replied giving them all
the information . For which I received a email, we already have refunded you the money,
so don’t write to us again about the same item. I did not write again, but just replied to their
survey. I am sure some cheap local person must have taken over Louis
Phillip. order no.4535455
 

1.2.3 VEN HEUSEN  

 
Van heusen has redefined corporate attire through continuous product innovation and
exclusive collections.  
 

 
PVH Corp., formerly known as the Phillips-Van Heusen Corporation, is an American
clothing company which owns brands such as Tommy Hilfiger, Calvin Klein, Warner's, Olga
and True & Co..
...
PVH (company)
Formerly Phillips-Van Heusen Corporation (until 2011)
Founded 1881
Moses Phillips John Van
Founder
Heusen Dramin Jones

Van Heusen- Power Dressing

 
Perfect for the boardroom and beyond, Van Heusen brings fashion-forward power dressing to
today’s multi-faceted professional’s wardrobe. Catering to men and women, Van Heusen
represents sophisticated elegance that reflects today’s expression of style. Breaking the norms
of conventional nine-to-five dressing, the brand’s range of garments focus on self-expression
and individualism. With power-packed details and fine fabrics, Van Heusen has successfully
defined the way women and men dress for the corporate world. The collections range from
formal wear, party wear, casual wear and ceremonial wear with ranges that spread across
shirts to suits for men, and dresses to blazers for women. Modern, minimalist, and timeless,
the brand’s clothing is noted for being relevant to its time. Browse through the collection
online on Vanheusenindia.com for the latest styles from Van Heusen. From classics to
contemporary pieces, you can buy Van Heusen suits online.
 
 
 
V Dot- Sophisticated Club Wear
Addressing younger professionals and their changing lifestyle, V Dot a sub brand of Van
Heusen specialises in club wear. Styled to radiate attitude, the edgy collection of Van
Heusen trousers, shirts and blazers is cautiously designed to give a bold sophisticated look.
Keeping the brand’s philosophy in mind, you can buy smart yet trendy Van Heusen
blazers online, that are perfect for a night about town or ceremonial evenings. You can also
buy statement-making Van Heusen shirts that come with distinct yet bold details, from
contrast piping to unique denim washes.
 
 

Van Heusen Sport- Ivy League Style

Van Heusen’s sub brand Van Heusen Sport is a sport inspired casual wear that’s a perfect
amalgamation of modernity and the iconic 60s Ivy League look. Somewhere between smart
and casual, the line is made up of shirts, fine-knits, laundered chinos and jackets that channel
a nonchalant look. Styled with sporting details, this collection is perfect for your off duty
days. For a casual day out you can buy a Van Heusen T-shirt and pair it up with washed
chinos and loafers for an effortlessly preppy look.
 
 
The Van Heusen Woman

Emerging as a lifestyle brand, Van Heusen launched it women’s wear category under the sub
brand Van Heusen Woman. Aimed at the dynamic, ambitious and intelligent women, who
lives life on her own terms, the brand’s collection is polished, classy and chic in style. The
‘Everyday Couture’ which is smart yet effortlessly feminine addresses today’s woman, who
is always on-the-go. From shift dresses to coordinated Van Heusen suits for women, you
can browse through the collection on Vanheusenindia.com. You browse the gamut of styles
and pick a Van Heusen dress that is perfect for you 9 to 5 and beyond

1.2.4 ALLEN SOLLY  

 
Allen Solly popularised the Friday dressing concept in India. It has won the IFA images
2001 ‘Best Brand Award’ in the readymade menswear apparel category.  
 

       
 Allen Solly is a brand inspiring the birth of an entirely new consumer class. Launched in
India in 1993, its edgy positioning, smart communication and great fashion created the 'smart
casuals' category in India. A quintessential British Brand, Allen Solly was launched in India
by Madura Fashion & Lifestyle A Division of Aditya Birla Fashion & Retail Limited.
Allen Solly is among the topmost brands in India and it scored the highest amidst all brands
in its segment by the Economic Times Brand Equity survey.
 
 
Allen Solly is a pioneer for western wear for women in India and redefines work wear in
India with its 'Friday Dressing' fashion concept. It is the fastest growing brand in the industry
and is the only brand with extensive men, women and kids presence across the country.
A quintessential British Brand, Allen Solly was launched in India by Madura Fashion &
Lifestyle   A Division of Aditya Birla Fashion & Retail Limited. Allen Solly is among the
topmost brands in India and it scored the highest amidst all brands in its segment by the
Economic Times Brand Equity survey. 
 
Allen Solly

It is introduced as premier international labels, enabling Indian consumers to buy

affordable products and attract mass-market to luxurious, has high-end style and caters to
every age group, from children and youth and women to buy the most prestigious product.
Allen Solly

If that's what you think, Face-palm! Another globally popular premier Indian brand,
Allen Solly is a product of Madura Fashion and Lifestyle, a division of Aditya Birla. They
have redefined workwear for men and women.  

William Hollin and Co. Ltd

The brand Allen Solly was founded in 1744 by William Hollin and Co. Ltd. It was bought
by Madura Fashion in the 90s, which was ultimately acquired by Aditya Birla Fashion &
Lifestyle Group — one of the fastest growing branded apparel companies and a premium
lifestyle player in the retail sector — in 2001.
 
Allen Solly to become a complete lifestyle brand
Allen Solly is among the largest brands owned by the Birlas. Its value was expected to
touch Rs 100 crore by the end of the current financial year, Rao said.
Madura Garments, a part of the diversified Indian Rayon, has been developing the brand by
widening its portfolio. The company has just extended Allen Solly into womenswear.
The Birla group now plans to extend the brand to leather products and other accessories for
men and women.
The Birla group acquired the global rights to the Allen Sollybrand, barring North America.
Madura Garments currently has six brands — Allen Solly, Van Heusen, Louis Phillip, San
Frisco, By Ford and Peter England. The company is focusing on building these brands in
West Asia and in the SAARC countries.
 
1.2.5 PETER ENGLAND’S  

 
This mid-segment shirt has effectively penetrated the mini metros. It has won several awards,
including ‘Shirt of the Year 2000’ and ‘India’s most admired menswear brands  

2001’.
How this was started?
 
It is started during the Boer war in 1889, to provide British soldiers with the fine quality of
Khaki Trousers. During the enlarging and expanding their business, they start finding a new
market where they can spread their roots. Peter England came to India in 1997 and a few
years later in 2000, Aditya Birla Group acquired this Brand.
It is undertaking by Madura Fashion & Lifestyle(the Country’s largest apparel maker) and
Mr. Ashish Dikshit is the CEO of the company. It has Headquartered in Bangalore and
Karnataka. Registered Address is Madura Fashion & Lifestyle Plot no 56 Regent
Gateway Doddanakundi village Kiadb Industrial Area ITPL Road, Bangalore, Karnataka
560048 India.
 

After a period of time, Peter England become the leading menswear brand of the company.
Which made it the most trusted brand in India and It also starts growing very quickly outside
India. The brand was listed in the top 5 most trusted brands in the apparel category for 7
consecutive years.
It has a huge chain of outlets and a huge market in different cities and towns. It is covering
150 towns and cities, 700+ Brand outlets, and 3000+ Multi-brand outlets. It has a huge
customer base of 4 million people.
They are dealing with So many high-quality apparels product. Top wear (Men- Shirts, T-
shirts), Bottom Wear (Inner wear, Trousers & Chinos, Shorts and Jeans), Sets(Ethnic and
Loungewear), Accessories (Tie, Belt, Wallets, Sunglasses, Pocket square, Cravat, and Combo
pack ), Layers(Suits, Blazers, Sweatshirts, Jackets, and Sweaters) and Footwear (Formal,
Casual).
 Peter England basically focused on the working class and Corporate sectors. Nowadays they
are more focusing on a mass class or general class because they have started there a great
collection of Casual and daily wears.
 They win so many awards and a few are the most important ones, ET Brand
Equity in 2014 for Most Trusted brand for the 7th Consecutive Year, AFO (Asia Retail
Congress) in 2015 for the Best technology Initiative Implementation, Customer Loyalty
Summit 2017 for the Best customer relationship management program
and Flipkart (Fashion Conclave 2017) for the Best Performing Brand In Men’s formal
Casual wear.
Product Quality: Product quality is a very important thing for any new product. So, producing
more products that are made with high-quality ingredients can help any company or brand to
sell its products more. Keeping this in mind, Peter England has always kept a close look
towards the quality of the clothing products. Because of the prime-quality products, the brand
has gained more trust and popularity than its rival companies and brands.

Wide Range of Variety: Unique designing of the products as well as being innovative has
helped Peter England so much. The brand has always tried to bring something new to the
clothing market since its inception. Now it offers a large variety of products for its customers.
This variety includes T-shirts, tie, denim, socks, shirts, trousers, and, trousers, etc.

The customers usually get bored if a brand keeps releasing the same kind of products.
Different kind of products with innovative designing always attracts the consumers more.
Peter England has always tried to come up with new clothing items for its customers. The
trousers’ range of the brand was released to offer a complete clothing solution for the male
population.

Price: The target group of Peter England has always been the middle-class young men. This
is why the brand has always maintained a mid-price segment. Peter England also keeps a
close look on the pricing strategy of its rival brands and companies. This has helped the brand
with pricing its products which have attracted many customers.

Updated: Peter England is always updated when it comes to the latest fashion trend. It
follows the market and customers closely to understand their demands. It helps the brand to
bring new content in the market much before then its rival brands.

Awards: Since its inception in the Indian market, Peter England has won many rewards. It
has won the award of Most Trusted Brand several times. Other than that, the brand has also
won the Best Technology initiative in 2015 and Best Performing Brand in Men Formals in
2017. Winning these awards has made Peter England gain more recognition and reputation.

Strong Parent Company: Having a strong parent company can help a brand in various ways.
This is evident with Peter England, as after debuting the brand did not get much success. But
after the Aditya Birla Group bought it, it became one of the best brands of India in no time.
Also, having a renowned company as its parent, Peter England gained a lot of recognition in a
very small time which had helped it gain more customers.

Discounts: Peter England offers various discounts in the festive season in India. This helps
the brand to attract more customers in those times. The brand also provides a unique rewards
program. This permits the customers to gain some points on every purchase. With these
points, the shoppers can get various kinds of discounts on Peter England products.

Awards: Since its inception in the Indian market, Peter England has won many rewards. It
has won the award of Most Trusted Brand several times. Other than that, the brand has also
won the Best Technology initiative in 2015 and Best Performing Brand in Men Formals in
2017. Winning these awards has made Peter England gain more recognition and reputation.

Campaigns

In 2017, Peter England released a new campaign with the tagline ‘Be Everything You Love’.
With this campaign, the brand tried to encourage the youth generation to try new things and
make new life experiences. This campaign gained a lot of recognition with over 7 lakh views
on YouTube and Facebook combined. 

In the Diwali season of 2018, Peter England released a new range of shirts with the exotic
colour combination. To promote this new range, the brand released a new ad campaign with
the Chennai Super Kings players. This ad portrays a light-hearted chat
between Mahendra Singh Dhoniand his teammates where the Captain Cool shows them the
Peter England products to impress them.

Other than these, Peter England keeps releasing new advertisements and campaigns to
promote its new products.

1.2.6 LEVI’S FASHION BRAND  

 
In the list of top market players in the fashion industry, the most shining name is Levi’s
fashion brand. Levi’s Strauss & co. was named after its founder Levi’s Strauss in 1853.
Since then, the journey of its success has been going on. It has cast it spell in more than
110 countries. Levi’s as leading jeans brand entered into the international parlance
and flooding  the market with its designer apparels. Levi’s products are marketed under
various brand names like Levi’s, dockers and Levi’s Strauss signature.   
 
 
It is a name with which youth associate themselves. There is a vast array of Levis
products like jeans, shirts, shoes, vests, skirts etc. Levis jeans which has today, become
the talk of the town was introduced in the year 1873. LS & CO is a family business,
which is taken care of by the descendants of Strauss family. Company shares are not
displayed for sale by outsiders except in the Japanese subsidiary. It is a large organisation
employing nearly 8,850 people from all over and consists of about 1,000 employees at
California where it is headquartered.

Levis Fashion Company has been worldwide appreciated for the perfect fit. The specialty
of Levis lies in the fact that it is very empathetic towards people. Fashion is a highly
customer oriented industry where there are large number of competitors sitting to give
you a cutthroat competition. It is the time when you have to come up with something
different, something unique keeping the target buyer group in mind. For customer
satisfaction it is important to put yourself in the client's position and then come up with a
variety with a difference. This is what Levis is exactly doing. Levis is a symbol of
passion and independence so go about flaunting your attitude with a pair of Levis jeans.
 
Blue jeans era (1960s–1980s)

A pair of Levi's 501 jeans

From the early 1960s through the mid-1970s, Levi Strauss experienced significant growth in
its business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze"
and served as a catalyst for the brand. Levi's, under the leadership of Walter Haas, Peter Haas
Sr., Paul Glasco, and George P. Simpkins Sr. expanded the firm's clothing line by adding new
fashions and models, including stone-washed jeans through the acquisition of Great Western
Garment Company (GWG), a Canadian clothing manufacturer. The acquisition led to the
introduction of the modern "stone washing" technique, still in use by Levi Strauss. Simpkins
is credited with the company's record-paced expansion of its manufacturing capacity from 16
plants to more than 63 plants in the United States from 1964 to 1974 and 23 overseas. Levi's
expansion under Simpkins was accomplished without a single unionised employee as a result
of Levi's and the Haas family's strong stance on human rights and Simpkins' use of "pay for
performance" manufacturing from the sewing machine operator level up. As a result, Levi's
plants were voted the highest performing, best organised, and cleanest textile facilities of
their time.[16] From a company with fifteen salespeople, two plants, and almost no business
east of the Mississippi in 1946, the organisation grew over thirty years to include a sales force
of more than 22,000, with 50 plants and offices in 35 countries.[17]
In the 1980s, the company closed around 60 of its manufacturing plants because of financial
difficulties and strong competition.[18]
The Dockers brand, launched in 1986 and which is sold largely through department store
chains, helped the company grow through the mid-1990s, as denim sales began to fade.
Dockers were introduced into Europe in 1996 and led by CEO Jorge Bardina. Levi Strauss
attempted to sell the Dockers division in 2004 to relieve part of the company's $2.6 billion
outstanding debt.
 
Brand competition (1990s)
 

Levi's 506 inside

By the 1990s, Levi's faced competition from other brands and cheaper products from
overseas, and began accelerating the pace of its US factory-closures and its use of offshore
subcontracting agreements. In 1991, Levi Strauss became implicated in a scandal involving
pants made in the Northern Mariana Islands: some 3% of Levi's jeans sold annually with
the Made in the USA label were shown[by whom?] to have been made by Chinese labourers under
what the United States Department of Labor called "slavelike" conditions. As of 2016, most
Levi's jeans are made outside the US, though a few of the higher-end, more expensive styles
are still made in the US.
Cited for sub-minimum wages, seven-day work weeks with 12-hour shifts, poor living
conditions, and other indignities, Tan Holdings Corporation, Levi Strauss' Marianas
subcontractor, paid what were then the largest fines in US labor history, distributing more
than $9 million in restitution to some 1,200 employees.[19][20][21] Levi Strauss claimed no
knowledge of the offences, severed ties to the Tan family, and instituted labor reforms and
inspection practices in its offshore facilities.
The activist group Fuerza Unida (United Force) formed following the January 1990 closure
of a plant in San Antonio, Texas, in which 1,150 seamstresses, some of whom had worked for
Levi Strauss for decades, saw their jobs exported to Costa Rica.[22] During the mid- and late-
1990s, Fuerza Unida picketed the Levi Strauss headquarters in San Francisco and staged
hunger strikes and sit-ins in protest at the company's labor policies.[23][24][25]
The company took on multibillion-dollar debt in February 1996 to help finance a series of
leveraged stock buyouts among family members. Shares in Levi Strauss stock, at the time,
were not publicly traded; the firm as of 2016 was owned almost entirely by indirect
descendants and collateral relatives of Levi Strauss, whose four nephews inherited the San
Francisco dry-goods firm after their uncle's death in 1902.[26] The corporation's bonds are
traded publicly, as are shares of the company's Japanese affiliate, Levi Strauss Japan K.K.
In June 1996, the company offered to pay its workers an unusual dividend of up to $750
million in six years' time, having halted an employee-stock plan at the time of the internal
family buyout. However, the company failed to make cash-flow targets, and no worker
dividends were paid.[27]
The annual sales of the brand increased in 1997 to reach $7.1 billion.
 
Later developments (2000–present)
 
In 2002, Levi Strauss began a close business collaboration with Walmart, producing a special
line of "Signature" jeans and other clothes for exclusive sale in Walmart stores until 2006.[29]
Levi Strauss leads the apparel industry in trademark infringement cases, filing nearly 100
lawsuits against competitors over a six-year period from 2001.[30] Most cases centre on the
alleged imitation of Levi's back pocket double arc stitching pattern
(U.S. trademark #1,139,254), which Levi's filed for a trademark in 1978.[31] Levi's has
successfully sued Guess, Polo Ralph Lauren, Esprit Holdings, Zegna, Zumiez, and Lucky
Brand Jeans, among other companies.[30]
In 2002, the company closed its Valencia Street plant in San Francisco, which had opened the
same year of the city's April 1906 earthquake.[32][33] By the end of 2003, the closure of Levi's
last US factory in San Antonio ended 150 years of jeans made in the United States.
[34]
 Production of a few higher-end, more expensive styles of jeans resumed in the US several
years later.[33]
By 2007, Levi Strauss was again profitable after declining sales in nine of the previous ten
years.[35] Its total annual sales, of just over $4 billion, were $3 billion less than during its
peak performance[33] in the mid-1990s.[36] After more than two decades of family ownership,
rumors of a possible public stock offering were floated[by whom?] in the media in July 2007.[37]
In 2010, the company partnered with Filson, an outdoor-goods manufacturer in Seattle, to
produce a high-end line of jackets and workwear.[38]
In 2011, the firm hired Chip Bergh as the president and chief executive of the brand.[39][40] In
that same year, they also established more than 20 different waterless manufacturing
techniques, reducing the exceptionally high amounts of water used to create denim every
year. Levi's is now the most sustainable brand of jean's in the world when it comes to water
usage. [41]
On May 8, 2013, the NFL's San Francisco 49ers announced that Levi Strauss & Co. had
purchased the naming rights to their new stadium in Santa Clara, California. The naming-
rights deal called for Levi's to pay $220.3 million to the city of Santa Clara and to the 49ers
over twenty years, with an option to extend the deal for another five years for around $75
million.[42]
As of 2016, Levi Strauss Signature jeans are sold in 110 countries.[40] In 2016, the company
reported revenues of $4.6 billion.[40]
On July 13, 2017, Levi Strauss heir Bill Goldman died in a private plane crash near Sonoma,
California.[43]
In 2017, Levi Strauss & Co. released a "smart jacket", an apparel they developed in
partnership with Google. After two years of collaboration, the result was a denim jacket set at
$350.[44]
In March 2019, Levi's debuted on the New York Stock Exchange under the ticker "LEVI".
[45]
 Levi Strauss was valued at $6.6 billion as its IPO priced above the target.[46]
In September 2019, Levi's won final judgment on a trademark infringement in Guangzhou,
China. The case centred on the "arcuate design on two pockets at the back of jeans", which
has been protected in China since its registration there in 2005. The company won damages
and costs in addition to a ban on future infringements. The infringer's ignorance of the
trademark was no bar to punishment.[47]
In 2019, Levi's became one of only two major clothing companies with commitments in line
with the Paris Agreement's goal of limiting global average temperature increase to 1.5
degrees celsius.[48]
In 2020, Levi Strauss & Co. are expected to have completely replaced chemical usage
to lasers in order to cut and design ripped parts of jeans.[49] In December 2019, the Engage for
Good (formerly Cause Marketing Forum) organization awarded the company the Golden
Halo Award for 2020[50] for their advancements in corporate social impact.[51]
On August 5, 2021, they announced the acquisition of Beyond Yoga, entering into
the activewear market. They expect the acquisition will contribute to more than $100 million
to net revenue per year.

CHAPTER 2: RESEARCH METHODOLOGY

2.1 Introduction

This chapter is provided to explain how an effective methodological philosophy can

contribute to the successful production of an un-bias and critically project, which is necessary
to comprehend the technique used to compile this project. additionally know the steps taken
to arrive at the crucial decision described in chapter 5.

This chapter also serves to justify and validate the research methods used to complete the
project's set of objectives and respond to its primary research question.

2.2 Objectives of the study

The objective of this study is-  

 Examine the factors that influence consumer purchasing behaviour.

 Determine whether the consumer's perception is rational/logical or intellectual. •
Determine whether the price of branded products influences consumer purchasing
behaviour.
 Determine whether brand quality is important to consumers. Determine whether the
introduction of new products by brands is important to consumers.
 To ascertain the primary reasons why people consume brands as symbolic identities.
 To understanding the concepts of branding.
 To study the factors affecting consumer behaviour.
 To study the effect of brands on consumer buying behaviour in relation to Fashion
goods & accessories.

2.3 Primary Research  
 The seven most common survey methods are online surveys, in-person interviews, focus
groups, panel sampling, telephone surveys, mail-in surveys, and kiosk surveys.
Google Forms allows you to collect information from people through personalised quizzes or
surveys, which connect to a spreadsheet to automatically record the answers. The spreadsheet
then populates in real-time with the quiz or survey responses.
A survey was conducted using Google Forms to determine the effects of branding on
consumer purchasing behaviour. The survey consisted of a questionnaire that was distributed
to participants via email and social media.
This survey was conducted online, and responses were recorded in Mumbai.

2.4 Sample size

The number of respondents who answered the survey or completed the questionnaire is
referred to as the sample size.
This research project has a sample size of 100 people.

2.5 Sampling unit

A sampling unit is a single value within a given database. A geographical area such as a state,
district, city, town, or village is used as a sampling unit.
This survey was carried out among Mumbai residents.

2.6 Secondary data

Articles in newspaper, magazines and internet 

• Study reports from internet 
• Desk research under the guidance of my guid

2.7  Data collection tools  

• Questionnaire survey  
• Books   
• Internet    
 

2.8 Limitations of the study

• The sample size was set at 100 people.

• The study is being conducted by people who only live in Mumbai. A major constraint was a
lack of time and resources.

• Individuals may be biassed toward their preferred brand.

• Due to time constraints, this project is limited because it involves a large number of
complex variables that necessitate a thorough investigation over a period of time.

• The project did not address the impact of branding on a large scale.

• The consumer was very reluctant to answer the question, and the response may be biassed
because only a small population was studied, which may not be enough to show the correct
picture.

Chapter 3- Review of Literature

• According to Asseal (1987), habitual buyers are those who do not experience the same
sequence as the previous two behavioural types. Instead of seeking product information
pertaining to functionality or characteristics, this type of consumer will make a purchase
based on information gathered passively, through the company's promotional efforts via the
medium of television, radio, or print advertising. As seen in Asseal's (1987) model, this
behavioural type is associated with low level involvement products.

• What distinguishes this consumer type is that they enter the process with beliefs already
embedded in their minds, which they learned passively rather than actively.

• Variety-seekers are the final behavioural type in Assael's (1987) model. Their typical
purchasing situation is characterised by a low level of involvement in a market with a high
level of product differentiation. This type of consumer is prone to "brand switching" in order
to meet their diversification needs.

• To fully understand the effects of branding on the consumer decision making process, the
howard-sheth decision making model by howard and sheth(1969) is used, which explains not
only the process of consumer decision making during purchasing activities, but also pre and
post purchasing activities.

1.1.  Purchase Intentions 
According to Fandos & Flavian, 2006; Halim & Hameed, 2005, purchase intention is the
implied promise 
to one’s self to buy the product again whenever one makes next trip to the market. It has a
substantial 
importance because the companies want to increase the sale of specific product for the
purpose to maximize 
their profit. Purchase intention depicts the impression of customer retention. There are certain
functions 
of the brand, which have a strong influence on the purchase intention of the customer’s i.e.
brand image, 
product quality, product knowledge, product involvement, product attributes and brand
loyalty. 
1.2. Brand
The American Marketing Association (AMA) definition of a brand is “a name, term, sign,
symbol, or design, 
or a combination of them, intended to identify the goods and services of one seller or group
of sellers and 
to differentiate them from those of competitors” The other meaning of brand, it is an idea or
image of 
particular product or service that consumers connect with, by identifying the name, logo,
slogan, or design 
of the company who owns the idea or image of the product or services. The brand for
readymade garments 
which is highly perceived by the consumer is focused on cloth quality, design, fashion, color,
price, size, 
comfort, fitness, style, varieties and easy avail of the product in the competitive market. 
1.3.  Branded Apparel
Branding is today an important marketing tool for manufacturers (Motameni and Shahrokhi,
1998). The 
values of a brand and the perceptions of it control purchasing patterns of products and
services (Kotler et 
al., 2001). Apparel is especially a way of communicating one’s self-image to the
surroundings. The apparel 
industry is one business where branding is a common way for companies to differentiate from
competition 
and gain competitive advantage. According to Baskin, (2003), when a customer purchases a
branded product, 
the purchase is carried out with the intention that the product and the brand shall reflect the
buyer’s image 
and lifestyle. This becomes a way to communicate ones personality. It can especially be
observed within 
in the clothing industry where individuals’ clothes reflect parts of his/her image. Men’s
Apparel Segment 
is classifies as below: Men’s wear Formal wear Casual wear Accessories Western Indian
Evening wear The 
following brands are taken into consideration for the study. Local brand are not considered.
The brands 
are Van heusen, Louis Philippe, Allen solly, Peter England, San Frisco, Park Avenue, Color
Plus, Parx and 
Notting Hill, Classic Pola, Weekender, Arizona, Zodiac and Arrow brands.
1.1.  Purchase Intentions 
According to Fandos & Flavian, 2006; Halim & Hameed, 2005, purchase intention is the
implied promise 
to one’s self to buy the product again whenever one makes next trip to the market. It has a
substantial 
importance because the companies want to increase the sale of specific product for the
purpose to maximize 
their profit. Purchase intention depicts the impression of customer retention. There are certain
functions 
of the brand, which have a strong influence on the purchase intention of the customer’s i.e.
brand image, 
product quality, product knowledge, product involvement, product attributes and brand
loyalty. 
1.2. Brand
The American Marketing Association (AMA) definition of a brand is “a name, term, sign,
symbol, or design, 
or a combination of them, intended to identify the goods and services of one seller or group
of sellers and 
to differentiate them from those of competitors” The other meaning of brand, it is an idea or
image of 
particular product or service that consumers connect with, by identifying the name, logo,
slogan, or design 
of the company who owns the idea or image of the product or services. The brand for
readymade garments 
which is highly perceived by the consumer is focused on cloth quality, design, fashion, color,
price, size, 
comfort, fitness, style, varieties and easy avail of the product in the competitive market. 
1.3.  Branded Apparel
Branding is today an important marketing tool for manufacturers (Motameni and Shahrokhi,
1998). The 
values of a brand and the perceptions of it control purchasing patterns of products and
services (Kotler et 
al., 2001). Apparel is especially a way of communicating one’s self-image to the
surroundings. The apparel 
industry is one business where branding is a common way for companies to differentiate from
competition 
and gain competitive advantage. According to Baskin, (2003), when a customer purchases a
branded product, 
the purchase is carried out with the intention that the product and the brand shall reflect the
buyer’s image 
and lifestyle. This becomes a way to communicate ones personality. It can especially be
observed within 
in the clothing industry where individuals’ clothes reflect parts of his/her image. Men’s
Apparel Segment 
is classifies as below: Men’s wear Formal wear Casual wear Accessories Western Indian
Evening wear The 
following brands are taken into consideration for the study. Local brand are not considered.
The brands 
are Van heusen, Louis Philippe, Allen solly, Peter England, San Frisco, Park Avenue, Color
Plus, Parx and 
Notting Hill, Classic Pola, Weekender, Arizona, Zodiac and Arrow brands.
1.1.  Purchase Intentions 
According to Fandos & Flavian, 2006; Halim & Hameed, 2005, purchase intention is the
implied promise 
to one’s self to buy the product again whenever one makes next trip to the market. It has a
substantial 
importance because the companies want to increase the sale of specific product for the
purpose to maximize 
their profit. Purchase intention depicts the impression of customer retention. There are certain
functions 
of the brand, which have a strong influence on the purchase intention of the customer’s i.e.
brand image, 
product quality, product knowledge, product involvement, product attributes and brand
loyalty. 
1.2. Brand
The American Marketing Association (AMA) definition of a brand is “a name, term, sign,
symbol, or design, 
or a combination of them, intended to identify the goods and services of one seller or group
of sellers and 
to differentiate them from those of competitors” The other meaning of brand, it is an idea or
image of 
particular product or service that consumers connect with, by identifying the name, logo,
slogan, or design 
of the company who owns the idea or image of the product or services. The brand for
readymade garments 
which is highly perceived by the consumer is focused on cloth quality, design, fashion, color,
price, size, 
comfort, fitness, style, varieties and easy avail of the product in the competitive market. 
1.3.  Branded Apparel
Branding is today an important marketing tool for manufacturers (Motameni and Shahrokhi,
1998). The 
values of a brand and the perceptions of it control purchasing patterns of products and
services (Kotler et 
al., 2001). Apparel is especially a way of communicating one’s self-image to the
surroundings. The apparel 
industry is one business where branding is a common way for companies to differentiate from
competition 
and gain competitive advantage. According to Baskin, (2003), when a customer purchases a
branded product, 
the purchase is carried out with the intention that the product and the brand shall reflect the
buyer’s image 
and lifestyle. This becomes a way to communicate ones personality. It can especially be
observed within 
in the clothing industry where individuals’ clothes reflect parts of his/her image. Men’s
Apparel Segment 
is classifies as below: Men’s wear Formal wear Casual wear Accessories Western Indian
Evening wear The 
following brands are taken into consideration for the study. Local brand are not considered.
The brands 
are Van heusen, Louis Philippe, Allen solly, Peter England, San Frisco, Park Avenue, Color
Plus, Parx and 
Notting Hill, Classic Pola, Weekender, Arizona, Zodiac and Arrow brands.
A brand image has been defined as "the total, global impression of the information that
accumulates in consumers' memories in relation to a band" (Franzen and Moriarty, 2008, p.
241). Branding, in particular, has been defined as "the ongoing struggle between procedures
and customers to define the promise and meaning" (Healey, 2008, p.6).
The growing importance of brands and branding in today's global marketplace has been
addressed by a diverse range of authors, with notable contributions made by authors such as
Hill et al (2006), Franzen and Moriarty (2008), Clifton and Ahmad (2009), and Kotler and
Pfoersch (2010). (2010).

Interestingly, Okonkwo (2010, p.9) reasons that "the origin of brands comes from the times
when early cattle-rearing men stamped their ownership on their livestock by burning a mark
of their name or identity on the cattle, to distinguish one cattle-stock farmer's from another's".
However, according to Franzen and Moriarty (2008), the importance of branding has
increased significantly over the last several decades, with reasons including an increase in
consumer well-being (Inkpen and Ramaswamy, 2006), an increased role of media (Steers and
Nardon, 2008), and innovations in marketing communications (Alessandri, 2009).

Brand Equity
The author Aaker, in his study demonstrates that the power of brand is often expressed by
brand equity and how do consumers respond to different brands? Another question would be
asked that is, how do brands distinguish themselves from each other? According to Aaker the
answer to the question is brand equity where he stated;
“Brand equity is a set of brand assets and liabilities linked with a brand, including its name
and symbol that could impose beneficial or detrimental effects on the values arising from the
product or services”.(Aaker 1996,7).
There is an example which can describe how people recognise and respond to a brand. In De
Chernatony’s book, the author consider and indicates that a test between Diet Pepsi and Diet
Coke and in addition, when the two brands are concealed, the test shows that 51% of the
consumers prefer Pepsi while 44% of them prefer Coke and 5% of them cannot tell the
difference. For contrast, another test is conducted without concealing the brands. They also
find significant differences in without covering the brands, it shows that only 23% of the
consumer prefers Pepsi and the proportion of the consumer who prefers Coke increases to
65% and 12% of them thinks that two brands of cola are equal. As a consequence of the
result, De Chernatony concludes with a question, “How can this be explained if not in terms
of the added values that are aroused in the minds of consumers when they see the familiar
Coke logo and pack?” For that reason, it is easy to see that how important brand equity is to
the brand

Brand Awareness

According to Aaker, brand awareness is one of major determinants of brand equity and he
stated that it can be referred to as the degree of consumer’ familiarity with a brand.
According to Keller conceptualised Brand awareness as comprising of brand recall and brand
awareness. Keller also stated that the Brand awareness relates to consumers’ capacity to
verify previous exposure to the brand when given the brand as a cure. In addition he indicates
that the Brand

recall relates to consumers’ capability to recover brand when given the product category and
the needs fulfilled by the category, or some other type of search as a indication (Aaker, 2000
and Keller, 2008).
On the other hand Aaker claims that the brand awareness is the ability of a possible buyer to
classify and to bring to mind that a brand is an associate of a certain goods category. He
stated that there are three level of brand awareness which are brand recognition, brand recall
and top of mind. In following the two authors Rossiter and Percy demonstrated in their
research that it is related to the strength of brand clew in memory which allows to consumers
to ascertain the brand under dissimilar situations. Finally both authors claim that it is the
strength of a brand’s existence in the mind of the consumer (Rossiter et al 2000).

Brand Image

According to Kahle and Kim in the present day ’s growing competitive market place,
consumers have to make their choice between a variety of product or brands in the market
that differ very small in its price or function. They argue that in such situations, their final
decision depends on the image they relate with dissimilar brands. Additionally the authors
express that the brand image has increased reputation as the feelings and images associated
with brand and a well- known and accepted brand image is one of the most important assets a
firm possesses (Kahle and Kim, 2006).
Dobni and Zinkhan(1990) sum up Brand image in following factors which are;
 The concept of a brand that is held by the consumer.
 Largely a subjective and perceptual phenomenon that is formed through consumer
interpretation, whether reasoned or emotional.
 Not inherent in the technical, functional or physical concerns of the product. Rather, it
is affected and moulded by marketing activities, by context variables, and by the
characteristics of the perceiver.
 Where brand is concerned, the perception of reality is more important than the
reality itself (Dobni and Zinkhan, 1990).

Brand Associations

In his article Aaker examines the Brand image and he indicates that associations are the key
world when analysing literature on brand image. He claims that the building of a brand
association is critical to develop the image of a brand and which different brands have
different associations to their prospective customers. For example he claims that such kind of
relations can provide bases for them to make purchase decisions and even become loyal to
the brand. Moreover he indicates that associations towards a brand can create value for the
firm and alongside its customers in a number of ways.
In following, similar to Keller, Pitta and Katsanis (1995) also stated that unique, favourable
and strong brand image allows the brand to be easily differentiated and positioned in the
consumers mind, thereby adding to the possibility of increased brand equity.
According to Keller (1993), Brand associations can be classified into three categories which
are attributes, benefits, and attitudes as can been seen from the consumer-based brand equity
framework.
On the other hand Aaker (1991) also stated that the furnishes have different types of brand
associations, which including product attributes, intangibles, costumer benefits, relative price,
use-application, user-customer, celebrity-person, lifestyle-personality, product class,
competitors and country-geographic area. The similarity between these types of brand
associations and Keller’s categories of brand associations is quite clear. These are
Brandimage and the role that associations which plat in the information of brand image and
portrayed graphically.
The finding on outcome Keller implies that attributes refer to the specific characteristics a
product has and attributes also can be further categorised into product-related attributes as
well as non-product related attributes. This means for product-related attributes, the overall
features of the product or service are concerned.
Furthermore another argument about the brands demonstrated by Keller, which he indicates
that brands, can be positioned in terms of their unique usage symbolism or representative of
consumers who use them. Non-product related attributes “the aspects of a product that relate
to its purchase or consumption are price information, packaging or product appearance
information, user imagery, and usage imagery’’.
Lastly Keller argues that the price is a very important factor, for the reason that consumers
hold expectations and perceptions about the quality and value of a brand, based on its price
and may organise their knowledge of brands according to the price factors. He also points
that User- Usage imagery, it could be formed directly from customers’ own experiences with
brand users or indirectly by means of advertising or by some other source of information such
as word of mouth.
An overview of Brand Benefits and in Keller (1993, 1998) study He stated that benefits are
another category in brand association and which refers to personal value that consumers
attach to brand or product -service based on what they believe the brand could do for them.
Benefits can also be classified into three categories according to underlying motivations to
which they related: functional, experimental and symbolic benefits. For example function
benefits indicate the physical or basic advantages a brand may have.
According to Gabbott and Hogg(1998) brand attitudes are defined as “consumers’ overall
evaluations of a brand” also they incorporate summary evaluations of information which
represent how consumers feel in a long run, lying in a continuum from positive to negative.
Keller (1993) also indicates that brand images are closely related to how favourably the brand
is evaluated. According to Keller the higher the brand approach, the higher the brand image is
and he points out that a positive overall brand attitude can be arranged if consumers believe
that the brand has attributes that can satisfy their wants and as well as their needs.

Consumer Behaviour

According to Solomon consumer behaviour is about human responses in a commercial word.

He stated that people consume things and also consume and buy these products according to
their needs, preferences and buying power and these can be consumable goods, durable
goods, speciality goods or, industrial goods. For example he demonstrate this, what we buy,
how we buy, where and when we buy, in how much quantity we buy depends on our
perception, self concept, social and cultural background and our age and family cycle, our
attitudes, beliefs values, motivation, personality, social class and many other factors that are
both internal and external to us. While buying, we also regard as whether to buy or not to buy
and, from which source or seller to buy (Solomon, 2011).
Furthermore, Solomon indicates that consumer behaviour involves the psychological methods
that consumers go through in identifying needs and finding ways to resolve these
requirements, through making purchase decisions. For example, he also implies that whether
or not to purchase a product and, if so, which brand and where. Other example is that
interpret information, make plans, and implement these plans and by engaging in comparison
shopping or actually purchasing a product. In addition Solomon defines consumer as the
decision-making process and physical activity concerned in acquiring, evaluating, using and
disposing of goods and services.
International Journ

Consumer Buying Decision Process

According to Kotler (2003) in the buying decision process, people play different roles in
decision-making process. He claims that it can be divided into five functions which are
initiator, influencer, decider, buyer and user as follows.
 Initiator: The person who first suggests the idea of buying the product or service;
information may be gathered by this person to help the decision.
 Influencer: The person who attempts to persuade others in the group concerning the
outcome of the decision and typically gather information and attempt to impose their choice
criteria on the decision.
 Decider: The individual with the power and/or financial authority to make the ultimate
choice regarding whether to buy, what to buy, how to buy, or where to buy.
 Buyer: The person who conducts the transaction and makes the actual purchase.
 User: The person who consumes or uses the product or service
Moreover through marketing textbooks and consumer researchers sometimes employ slightly
different terms some of the stages, as a result the study of consumer behaviour focuses
mainly on these seven stages and how a range of factors influence each stage of consumers’
decision.
 Need recognition, problem awareness  Search for information
 Pre-purchase evaluation of alternatives  Purchase
 Consumption
 Post-Consumption Evaluation  Divestment

Characteristics Affecting Consumer Behaviour

Lake indicates that there are various factors influencing the purchases of consumer these are,
internal influences and external influences. Lake also claims that the costumer behaviour is
influenced by the interaction of interpersonal influences such as cultures, subcultures,
household structures, and groups that have an effect on the individual. In addition he states
that internal influences come from inside the consumer and they are the personal thoughts
and feelings, including perception, self-concept, lifestyle, motivation, emotion, attitudes and
intentions. (Lake, 2009).

Environmental Influences

 Cultural Factors
In his study Fill indicate that culture factors are essential and he also point out that the culture
is part of the external influences that impact the consumer and consumer behaviour is deeply
influenced by cultural factors such as: buyer culture, subculture, and social class. Fill defines
that culture is the most basic cause of a person’s wants and behaviour, for him every group or
society has a cultural influence on buying behaviour may differ greatly from country to
country, or even neighbourhood to neighbourhood. (Fill, 2009). Furthermore he points outs
that each culture has different subcultures such as religions, nationalities, geographic regions,
racial groups.

 Social Factors
Other essential aspect for behaviour of customers is social factors and there is a big impact on
this issue of buying behaviour of consumers. One of the important social factors is: reference
groups, family, role and status (Kotler and Armstrong, 2008). The affect of reference group
which contains potential in forming a person attitude or behaviour varies across products and
brands. For example if the product is visible such as dress, shoes, car etc then the influence of
reference groups will be high. Reference groups also include opinion leader (a person who
influences other because of his special skill, knowledge or other characteristics).
As to the roles and status, in the society each person possesses different roles and status
depending upon the groups, family, clubs, organization etc. to which he/she belongs. The
good example specified by the authors that when a woman is working in an organisation as
finance manager and now she is playing two roles, one of finance manager and other of
mother. Therefore her buying decisions will be influenced by her role and status.

 Personal factors
Research has shown that consumer's purchase decisions are also affected by his personal
characteristics such as age, sex, and stage in family life-cycle, education, occupation, income,
life-style, his overall personality and overall self-concept. (Pickton and Broderick, 2001).

 Cultural Factors
In his study Fill indicate that culture factors are essential and he also point out that the culture
is part of the external influences that impact the consumer and consumer behaviour is deeply
influenced by cultural factors such as: buyer culture, subculture, and social class. Fill defines
that culture is the most basic cause of a person’s wants and behaviour, for him every group or
society has a cultural influence on buying behaviour may differ greatly from country to
country, or even neighbourhood to neighbourhood. (Fill, 2009). Furthermore he points outs
that each culture has different subcultures such as religions, nationalities, geographic regions,
racial groups.
 Social Factors
Other essential aspect for behaviour of customers is social factors and there is a big impact on
this issue of buying behaviour of consumers. One of the important social factors is: reference
groups, family, role and status (Kotler and Armstrong, 2008). The affect of reference group
which contains potential in forming a person attitude or behaviour varies across products and
brands. For example if the product is visible such as dress, shoes, car etc then the influence of
reference groups will be high. Reference groups also include opinion leader (a person who
influences other because of his special skill, knowledge or other characteristics).
As to the roles and status, in the society each person possesses different roles and status
depending upon the groups, family, clubs, organization etc. to which he/she belongs. The
good example specified by the authors that when a woman is working in an organisation as
finance manager and now she is playing two roles, one of finance manager and other of
mother. Therefore her buying decisions will be influenced by her role and status.

 Personal factors
Research has shown that consumer's purchase decisions are also affected by his personal
characteristics such as age, sex, and stage in family life-cycle, education, occupation, income,
life-style, his overall personality and overall self-concept. (Pickton and Broderick, 2001).

Brand literature review:

Several studies have been conducted on the branding of institutions, particularly higher
education institutions such as universities, colleges, and business schools. The importance of
branding is widely acknowledged in branding literature. This chapter begins with a definition
of key terms necessary for understanding the terms of discussion and theoretical concepts
relevant to the research topic. Strategic positioning, brands, branding, business school,
corporate branding, brand image and reputation, and brand strategy are some of the key
words. This literature review was compiled using EBSCO discovery service, Emerald insight,
a sample dissertation on the topic, and Google websites. A business can be defined in a
variety of ways.

Brands are complex offerings that are created by organisations but ultimately exist in the
minds of consumers (De Chernatony, 2010). A brand thus signals to customers the source of
the products and services and protects both the competitor who would attempt to provide
similar or identical products and services (Aaker, 2004). Brands serve as the foundation for
consumers to identify and bond with a product, service, or group of products and services
(Weilbacher, 1995). A brand is a specific uniqueness associated with a product or service that
allows consumers to connect with it through easy identification through the name, slogan,
design, logo, symbols, and so on of the organisation that manufactures the products.

Branding aims to establish a significant and distinct market presence that attracts and retains
loyal customers (Business dictionary.com). Branding comes before and after any marketing
effort; it is a pull rather than a push. Branding is the fundamental true value of a company,
product, or service. It communicates the characteristics, values, and attributes that give a
clear picture of what this particular brand is all about. According to Kapfere (2001), branding
is a subjective term in which no one is talking about the same thing. Other reviews (De
Chernatony and Mc William 1990; Caldwell and Freire, 2004; De Chernatony, 2010) suggest
brand definitions based on emotional and rational factors, and most definitions do in some
ways embrace this approach (Hart and Murphy, 1998). A brand is a multidimensional
construct that managers can enhance.

 Background of the Research

Ready-made Clothes
Ready Made Garments (RMGs) are the finished material products of the apparel industry that
are mass-delivered. They are not tailored to specific measurements, but rather are based on
anthropometric research. They are made with a... more content...

Top buyers from the United States and Europe are involved in new product and design
innovation, as well as distribution, which adds significantly high value. As a result, they
receive a sizeable portion of the profit. The Nepalese RMG sector is engaged in 'production'
activities with low value added. According to this study, Nepalese RMG production and
nominal supply are only the plausible areas for Nepalese RMG to participate in global RMG
trade. As a result, it is concluded that Nepal's RMG sector should focus more on increasing
productivity by capitalising on cheap labour and minimising lead time. The strategy should
be to increase export turnover in order to earn more revenue. However, various studies
indicate that productivity is a major concern for Nepalese RMG. A low-capital-intensive
manufacturing method, unskilled middle managers, and entrepreneurs with no academic
background in apparel pose a threat to the... more content...

Surveys are used to collect information from people about themselves and their attitudes
toward specific topics. Sample surveys are an important tool for gathering and analysing
information from a specific group of people. They are widely regarded as an essential tool for
 conducting and implementing basic research methodology. Such sample surveys use
standardised methodologies to collect data by examining a systematically identified
population.

Top Ready-Made Garment Manufacturing Countries in the World

Every country has at least one garment manufacturing company to meet the country's
minimum demand. However, they are not all world-class. The top garment manufacturing
countries in the world, according to the manufacturing index, are listed below.

1. China
2. Germany
3. Bangladesh
4. Vietnam
Chapter 4- DATA ANALYSIS, INTERPRETATON AND PRESENTATION

1] How much do u care about using brands ?

Out of 100 respondents 43.5% of people not care much about the brand as 21.7% people
strongly care about the brand and 34.8% people slightly care about the brand.

2]How often do you shop for apparel’s & other fashion accessories?

When asked How often do you shop for apparel’s & other fashion accessories indicating the
frequency of the buying,43.5% respondents went with 2-3 times a month accounting for the
most answered, while 34.8% respondent answered once in a month. 17.4% respondent
answered once in three months whereas the least frequency was for 6 months with a 4.3%

3] Who influence you to purchase the brand?

As we can see in the above table that 69% respondents are influenced by themselves and
26.1% are influenced by friends and only 4.3% of respondents r influenced by the celebrity’s
style.

4] . Which of the following fashion brands are you aware of?

As you can seethat respondents are aware of all the fashion brand in the graph. So among the
respondents only 21.4% were aware of jack&jones, 28.6% were aware of Gucci , 35.7% were
aware of Levi’s, 21.4% were aware of Allen solly, Louis Vuitton brand was known to 28.6%
respondents, 7.1% were aware of united colours of Benetton. All the brands were known by
all the respondents.

5] How did you hear about the brand?

In the survey I found that respondents heard and know about the brand by online media
advertising which is 82.6% and by word of mouth is 17.4%.
6] Which all categories of products you would like to have branded?

In the graph the respondents selected which category of product they like to have branded in
which 26.6% of them said casual clothes , 14.3% said accessories, 21.4% said bags , 21.4%
said watches and 57.1 % of respondents said all of the categories of products they would like
to b branded. None of the respondents selected corporate wear to b branded.
7] When shopping for fashion products....
In the survey it’s found that when respondents do shopping for the fashion products 60.9% of
them looks out for special offers and then decide on brands, 21.7% of them return to same
brand from which they shop and 17.4% respondents try out new brands.

8] Do you follow brands on social networking sites?

Only 36.4% of respondents follow fashion brand on social media and other 63.6% don’t
follow them on social media.

9] Brand has now become a status symbol. Do you agree?

When asked to respondents that do they agree with brand has now became the status symbol
52.2% of them were agree with this and 26.1% of them were strongly agreed with this.
Remaining 21.7% people were neutral on this statement. None of the respondents disagree
with this statement.

10] Do you focus on branding while purchasing the product?

As branding is important when it comes to product. 69.6% of people focus on branding when
the purchase the products and the rest 30.4% of people don’t focus on branding while
purchasing the product.

11] How much do you agree that social media help in acquiring information about the fashion
brands?
As the respondents were asked do they agreethat social media helps in acquiring information
about the fashion brands then 65.2% did agreed with this and 4.3% disagreed with this.
30.4% were neutral.

12] Do you follow current fashion trends?

As the fashion trends changed after a period of time , so 92.9% of respondents follow the
current fashion trends and remaining 7.1% don’t follow the fashion trends.

13] Do you prefer buying clothes online or offline?

Majority of respondents prefer buying clothes offline which is 57.1% of them and 35.7% of
them prefer online shopping. Remaining 7.1% of people prefer both offline and online while
buying clothes.

14] Factors you consider while purchasing a readymade fashion brand?

When asked to respondents that which factor they consider while purchasing the readymade
fashion brand 71.4% people consider cloth type, 57.1% consider fashion trend, 78% consider
price and 35.7% consider availability of the product.

15] What is the relevant service which helps you to choose the brand?
As asked to respondents which service helps them to choose the brand,
42.9% of them said consumer service, 35.7% of them said online shopping availability and
21.4% said advertisement.

16] Which factors of shopping experience are important to you?

 Among the factors of shopping experience only price and quality are important to
respondents. 71.4% of respondents feels quality is important and 28.6% of respondents feels
price is important .

CHAPTER 5- CONCLUSIONS & RECOMMENDATIONS  

Conclusion

Brand is a guarantee, an assurance for a defined standard of quality for the first time and for
every time. Brand is name or logo that plays the role in the mind of the customer. Brands do
not compete in the product area but compete for the mind space of the customer. A brand
once established in the mind of the customer becomes indelible when customer identifies
itself with that particular Brand. Branding is an effective marketing strategy tool that has
been used with frequent success in the past. Branding can be an effective and powerful tool
for all types of business organisations. If brand owners use their product correctly, the
payoffs can be substantial. However, if brands are mismanaged, the results can be damaging.
From the overall research we came to the conclusion that brands have an effect on the
consumer mind in many ways like quality, rates, income, age group’s etc. Even in the fashion
industries brand have a significant effect on consumer behaviour.

Readymade garment is really becoming big business. The domestic market. too presents
immense opportunities with consumer spending on the rise and organised retailing growing.
But should a garments player go global or sell at home?  

Raymond and Zodiac Clothing, for example, have chosen to be aggressive in both markets.
Even as they plan to expand their retail presence over the next three years, both companies
are expanding their manufacturing facilities in Bangalore to meet expected increases in
international demand.

Surprisingly, major export players like Ambattur Clothing (Colour Plus) and Acme
Clothing (Provogue) have previously bet on the domestic market.
These companies quickly managed to outperform the larger players. However, as Colour
Plus discovered, further expansion could only come from a larger distribution network,
which necessitates deep pockets. Raymond stepped in and purchased the trademark.

Operating in the domestic market presents a completely different set of challenges than
operating in the export market. It takes more than manufacturing expertise and heightened
fashion awareness.
Established names, on the other hand, do not have it easy. More players are likely to follow
the entry of international brands such as Tommy Hilfiger into the Indian market.
Competition is expected to heat up, keeping domestic players on their toes. The retail
landscape is changing, and apparel companies' traditional distribution strategies are being
revised.

Another challenge for an apparel manufacturer is determining which price point to operate in.
The readymade garment industry faces difficult but exciting times ahead.
Apparel retailers with little retail experience had to build their own network at a significant
cost. The rapid growth of various retail formats, such as department stores and shopping
malls, in recent years has given a boost to the industry.

Allowing foreign direct investment in retailing would benefit the industry by increasing space
and introducing international practises to India. This may also encourage new entrants as
distribution costs fall.

During recessions, private labels tend to do well. Retailers benefit from higher margins on
their own labels and can charge lower prices for them.
Players like Madura Garments, which has a presence in the segment via Allen Solly, believe
that once women try out private labels and become more accustomed to Western wear, they
will likely upgrade to a more expensive brand.

However, players may still find it difficult to cater to this market. They'd have to transition to
a low-margin, volume-driven business. This would also necessitate a much larger distribution
network than currently exists.

In India, only a few retail formats operate on a truly large scale. The industry would benefit
from giants like Wal-Mart and Carrefour, which can drive volumes.

Recommendation

1. RURAL MARKET-
Given India's large rural population, it is natural that marketers are drawn to the rural
market. The company should research purchasing power, lifestyles, purchasing habits,
and optimal usage levels. Brooke Bond, for example, may have identified the crux of the
problem when they began marketing Rs 1 tea packets.

2. UNDERSTANDING THE ROLE OF CHILDREN-

Marketers should investigate the role of children as influencers and decision makers in
purchasing decisions. However, the question of how to communicate with children
remains. Advertising recalls are more prevalent in children- one way is clear, but with
everyone attempting to use the same technique, marketers will gradually become
disillusioned with the method. Possible solutions include marketing the product through
schools or exploiting children's imitative tendencies by influencing their peers
 3. DISTRIBUTION-With distribution costs increasing as a component of marketing costs,
marketers will need to find ways to achieve both efficient and economical distribution.
One solution is to use joint distribution or direct marketing.

4. PACKAGING- As self-shopping gains traction and shelf space becomes more limited,
packaging becomes an important factor for marketers to consider. Companies should
identify the needs and pack commodities accordingly.

5. CUSTOMER SERVICE CHALLENGE-   

In an increasingly competitive market, retention of a customer is possible only
through better service. Marketers will require devoting to more efforts to
understand the customer view of quality and convenience. Marketers should do
regular research to find this fact.  

6. ADAPTATION TO NEWER ENVIRONMENT-   

As government withdraw entry barriers and relax restriction on merger or takeover
many companies should install superior technology and resort to merger-
acquisition route to make their unit more efficient.  
 
7. CREATIVITY AND  INNOVATION IN  OVERALL MARKETING 
PROGRAMMES- 
Markets have to develop organizational structure style and functioning, which enables
them to act fast and bring in innovation in their marketing programmes.  
 Chapter 6- BIBLIOGRAPHY  

 
• Kevin lane Keller (2004), strategic brand management, 2nd edition, person
education, new Delhi.  
 
• Consumer behaviour, 6th edition by lean G. Sehiffmanand Leslic Lazan Kanuk.  
 
• Consumer behaviour, 6th edition by Hawkins, best and coney.  
 
• Brand equity (economic times)  
 
• www.google.com  
• www.wikipedia.com  
• www.Levi’s.com  
• www.peterengland.com  
• www.raymonds.com  
• www.excalibure.com