CHAPTER 1

INTRODUCTION

1
1.1 INTRODUCTION

Brand consciousness is awareness of brand as a distinct product separate

from others it is all about image , symbols etc… brand consciousness is the extent to which
brand is recognized by potential customers and it is correctly associated with a particular
product , expressed usually as a percentage of target market. Brand awareness is the primary
goal of a advertising in the early months or years of products.
Brand consciousness is the extent to which the associated with a
particular product company to its consumers. Brand re call is the ability of a customer to
recollect the brand with reference to the product, where as brand recognition is the potential
of the customer to retrieve the past knowledge of the brand. When enquire about the brand
and shown on the image logo. Brand consciousness is the essential part of the brand
development which helps the brand to stand out from others in the monopolistically. In
simply someone who is brand conscious only like to buy product made by certain famous
companies. A brand conscious company or organization is very concerned about what
probably think of its name and products.
A brand becomes a brand after how it is perceived by people, the
image that it project and the quality and promise to customers which upholds. Most of the
brand name out there today have become a symbol of a characteristics quality which they
have imbibed in them self, a quality which leaves a consumer’s mind wondering after its
usage. These brand make an effort to provide a distinctive experience and that is how they
attain the status among its consumers.
Brand builds cutomer loyalty by delivering excellent value no
matter the price point high, low or medium. Value includes styling, durability, quqlity fabrics
and consist fit. To the consumer, a brand name represents familiarity, consistency confidence
in performance. Brand names when linked with lifestyle, self expression and aspirations
epitomize intangibles that are desirable to the consumer.

2
1.1 STATEMENT OF THE PROBLEM

The research entitled “A STUDY ON BRAND CONSCIOUNESS OF READYMADE SHIRTS

AMONG YOUTHS WITH SPECIAL REFERENCE TO MANNARKKAD MUNICIPALITY”

There are different manufactures producing different barnd of readymade

shirt and these are available in the market with fair price. The factor which provocative for
this study is that market showing a trend is customers are not rady to purchase branded shirt
still peoples are not turn even the price is down. I think it is a big problem and it deserves a
study.
1.2 OBJECTIVES OF THE STUDY

1. To study the purchasing behaviour of the youth

2. To study the different branded shirts available in market

3. To evaluate comparative brand consciousness of selected brand of readymade shirts

1.4 SCOPE OF THE STUDY

1. It helps to understand consumer behaviour on brand shirt

2. It helps us to know the leading brands that most of the youngsters prefer

3. It enables us to know the reason of brand consciousness

1.5 SIGNIFICANCE OF THE STUDY

1.The study has been made out to find the brand consciousness of readymade Shirts among
youths

2.The report will be able to understand the customers buying behaviour towards the wear

3. It also open various factors which are affect the purchase decision of customers

3
1.6 RESEARCH METHODOLOGY

Research methodology is way to systematically solve a research problem. It is a science of

studying how research is done scientifically. Essentially is the procedure by which the research
goes about their work of describe evaluating and predicting phenomenon. It aims to give the
work plan of research. It provides training in choosing methods materials, scientific tools and
techniques relevant for the solution of the problem

1. REASEARCH DESIGN

Research design is the overall strategy that you choose to integrate the
different components of the study in a coherent and logical way, thereby ensuring you will
effectively address the research problem. It constitutes the blueprint for the collection,
measurement and analysis of data.

2. POPULATION

The present study consists of all people in Mannarkkad municiopality.

3. SAMPLE SIZE

The sample size of 100 people was taken into study. Which are taken from different part of
Mannarkkad municipality.

4. SAMPLING TECHNIQUE

The sample can be selected from a large group, identified as the population, or can simply
refer to the group of subject from whom the data are collected. The sample technique is used for
the study is convenience sampling technique.

 Convenience sampling method

It is a non probability sampling technique where subjects are because of their
convenient accessibility to the researcher

4
5
5. SOURCE OF DATA
The data was collected from both primary and secondary sources.

 PRIMARY DATA
Primary data are those which are collected for first time and this happen to be
original on character. Primary data can be obtained through either questionnaire,
observation or through direct communication with respondent or through personal
interview in this project work. Primary data collected through questionnaire.

 SECONDARY DATA
Secondary data means the data that already collected by someone and which have
already been passed through the satisfaction process in this project work, data been
taken from magazines, literature reviews and websites.

6. TOOLS FOR DATA COLLECTION

Primary as well structured questionnaire is issued for data collection to the population.
secondary data are collected through books, internet, etc…

7. TOOLS FOR DATA PRESENTATION

 Diagram
 Graph
 Tables
 Chart

8. PERIOD OF STUDY
This project completed 21 days.

6
9. LIMITATIONS OF THE STUDY
This study covers respondents in Mannarkkad municipality only; the customer’s
attitude may not be same in other town and cities because of difference in preference, life
style and buying patterns
 Interpretation of the study is based on data given by the customers.
 Lack of adequate time to deep research.

7
 CHAPTER 2

REVIEW OF LITERATURE

8
RITU NARANG (2009) in a study entitled “a study on branded men’s wears” was taken up in
the city of LUCKNOW with an intention to explore the purchase behaviour of the buyers of
branded men’s garments, to study the impact of advertising on the purchase decision of buyers,
to study the impact of promotional activities on purchase behaviour of buyers (KAZIMI, 2001;
MATHUR, 2002). The research type was exploratory as it was conducted to develop a concept
about the purchasing behaviour of buyers of branded men’s garments and the impact of
advertising on their purchase decision. This study concluded that most of the times buyers visit
the showrooms of branded garments with the purpose of shopping (JAISHRI and
JETHWANEY, 1999). The purchasing of branded garments is not impulsive. However,
compared to women, male buyers visit the showroom for passing the times; the number of people
visiting the showroom with no branded in mind; advertising has maximum impact in creating
brand awareness (kamalaveni.2008).

LALITHA etc all, (2008) made a study “brand preference

of men’s wear”. Scope of the study focus on the brand preference regarding shirt and pants of
select consumers living in twin cities of Hyderabad and Secunderabad the objectives of this
study were to know the reason why customers prefer branded shirt and pants to unbranded ones,
to find out the influence of advertisement for branded clothing for the purchase behaviour of the
respondent and to know the factors influencing customers while choosing branded shirt or pants.
It is concluded that educational qualification, employment status, age group, convenience of
shop, and advertisement are influencing factors for purchasing the branded ready wears. Age
group of 20-50 years is income earning people and spending on branded wears. The study reveals
that the advertisement play a limited role to choose the brand among readymade dresses
available in the market. 54percent of the customers are buying branded ready wears because of
quality and status symbols.

PATHAK and TRIPATHI (2009) made a study entitled

“customer shopping behaviour among modern retail formats: a study of Delhi and NCR”. The
study is an exploratory research conducted in Delhi and NCR. It specifically focuses on customer
shopping behaviour in india scenario among the modern retail formats (SUMATHI, 2003).
Objective of the study are to find out the factors that affect the buyer’s decisions among the
modern retail formats and to evaluate the comparative strength of these factors in buying
decision of the buyer.

9
 On the basis of primary as well as secondary research the authors note that
retailers often over look the schemes and offering expected by the customers and tried to impose
their own offerings upon customers which ultimately cause the dissatisfaction (for 2006; 2009).
It is also observed that in the changing retailing environment, understanding is desirable
(MISHRA, 2009). It is further stated that the Indian customers have become more sensitive to
quality, customer service and status. She / he is ready to pay, sometimes, astronomical sums,
provided their needs are satisfied. They are basically looking for an experience which is more
of cognative than physical (BIPLAB, 1998).

JAYASHREE (1998) says “in the matter of textiles, the consumer

prefers a wide variety of fabrics to choose them, and their preference changes according to the
season and geographical areas2. Consumer taste is a controlling factor in determining the
character of goods that appears in the market. A rational approach to clothing need and
expenditure makes the consumer more effective participate in entire market economy”. Gender
has been identified in much literature on consumer shopping behaviour as significant factor in
understanding consumer behaviour and as fundamental market segmentation index for
companies to meet their customer’s needs and wants; marketers should strive to understand the
gender difference in decision-making style. Research addressing the issue of gender difference
in decision-making style could help marketers to find better ways of communicating with both
sexes and to guide marketing mix decision (MITCHELL and WALSH, 2004). Marketing
scholars argue that gender based segmentation, especially if it is based on biological sex per sex,
meet several of the requirements for successful implementation; the segment were easy to
identify, easy to access, and large enough for consumer products and services to be marketed
profitably 3&4. Numerous studies in the past have provided considerable evidence that gender
relates to consumer’s perceptions, attitudes, preference and purchase decisions (BAKEWELL
and MITCHELL 2006; SPROLS and KENDAL 2011).

10
 CHAPTER 3

THEORETICAL FRAMEWORK

11
3.1 TEXTILE INDUSTRY

The textile industry or apparel industry is primarily concerned with the production of yarn, and
cloth and the subsequent design or manufacture of clothing and their distribution. The raw
material may be natural or synthetic using products of the chemical industry.

Definition

The textile industry includes every business involved in growing or producing fibres, such as
sheep farmers and cotton growing, who make the fibres into thread; those who make the thread
into cloth; and those who dye, bleach and finish the cloth. The textile industry also includes
chemical companies that make synthetic fibres and all the resultant products. Then there are the
wholesalers and retailers of all these textiles, and products that are made from them. The Indian
Textiles industry counts among the leading textile industries in the world. Apart from providing
the basic necessities of life, its role in the country’s economic growth is significant. India’s
textile industry contributes about 14 percent to industrial production; 4 percent to the country’s
gross domestic product (GDP); 17percent to its export earnings; and is a source of direct
employment for over 35 million people, which makes it the second largest provider of
employment alter agriculture. Abundant raw materials, healthy foreign direct investments (FDI)
and a government willing to invest ensures a bright future for India’s textile sector. The Indian
textile industry is one of the largest in the world with a massive raw material and textiles
manufacturing base. Our economy is largely dependent on the textile manufacturing and trade
in addition to other major industries. About 27% of the foreign exchange earnings are on account
of export of textiles and clothing alone. The textiles and clothing sector contributes about 14%
to the industrial production and 3% the gross domestic product of the country. Around 8% of
the total excise revenue collection is contributed by the textile industry. So much so, the textile
industry accounts for as large as 21% of the total employment generated in the economy. Around
35 million people are directly employed in the textile manufacturing activities. Indirect
employment including the manpower engaged in agricultural based raw-material production like
cotton and related trade and handling could be stated to be around another 60 million. A textile
is the largest single industry in India (and amongst the biggest in the world), accounting for

12
about 20% of the total industry production. It provides direct employment around 20 million
people.

Textiles and clothing exports account for one-third of the total value of exports from the value
of export from the country. There are 1,227 textiles mills with a spinning capacity of about 29
million spindles. While yarn is mostly produced in the mills, fabrics are produced in the power
loom and handloom sector as well. The Indian textile industry continues to be predominantly
based on cotton, with about 65% of raw materials consumed being cotton. The yearly output of
cotton cloth was about 12.8 billon (about 42 billion ft.). The manufacture of jute products (1.1
million metric tons) ranks next in importance to cotton weaving. Textile is one of Indian’s oldest
industries and has a formidable presence in the national economy in as much as it contributes to
about 14 percent of manufacturing value-addition, accounts for around one-third of our gross
export earnings and provides gainful employment to millions of people. They include cotton and
jute growers, artisans and wavers who are engaged in the organized as well as decentralized and
household sectors spread across the entire country.

3.2 STRUCTURE OF INDIA’S TEXTILE INDUSTRY

Unlike other major textile-producing countries, India’s textile industry is comprised mostly of
small-scale, non-integrated spinning, weaving, finishing, and apparel making enterprises. This
unique industry structure is primarily a legacy of government policies that have promoted
labour-intensive, small –scale operations and discriminated against large scale firms;

Composite Mills: Relatively large-scale mills that integrate spinning, weaving and sometimes,
fabric finishing are common in other major textile producing. In India, however these types of
mills now account for about only 3 percent of output in the textile sector. About 276 composite
mills are now operating in India. Most owned by the public sector and many deemed financially
“sick”.

Spinning: Spinning is the process of converting cotton or manmade fibre into yarn to be used
for weaving and knitting. Largely due to deregulation beginning in the mid- 19805, spinning is
the most consolidate and technically efficient sector in Indian textile industry. Average plant
13
size remains small, however, and technology outdated, relative to other major producers. In
2002/03, India’s spinning sector consisted of about 1,146 small-scale independent firms and
1,599 large scale independent units

Weaving And Knitting: Weaving and knitting converts cotton, manmade, or blended yarns into
woven or knitted fabrics. India’s weaving and knitting sector remains highly fragmented, small-
scale, and labour-intensive. This sector consists of about 3.9 million handlooms, 380,000 “power
looms” enterprises that operate about 1.7 million looms, and just 137,000 looms in the various
composite mills. “Power looms” are small firms, with an average loom capacity of four to five
owned by independent entrepreneurs or weavers. Modern shuttle less looms account for lesser
than 1 percent of loom capacity.

Fabric finishing: Fabric finishing (also referred to as processing), which includes dyeing,
printing, and other cloth preparation prior to the manufacture of clothing, is also dominated by
a large number of independent, small scale enterprises. Overall, about 2,300 processors are
operating in India, including about 2,100 independent units and 200 units that are integrated with
spinning, weaving, or knitting units.

3.3 SHIRT INDUSTRY

In recent years, sole domination of women over world of fashion has undergone some changes
and men have shown their active presence in the area of glamour and glitz. Indian men have
shown their interest in new trend and design in cloths. In earlier days, traditional karats was
considered to be the favourite outfit of men and the shirt where looked upon a product of the
western influence. However today the concept has changed and shirt has become the common
wear of every part of life.

14
3.4 BRANDED SHIRT

The shirt market is constantly attracted a big chunk of manufactures and the shirt industry has
estimated to be worth Rs 200 corers business. India is host to almost 5000 shirt manufactures
both in the brand and non-brand segment. The trend of readymade shirt began in the early 50$
and the take-off was done by liberty, which was first branded shirts in the business. Since then
the shirt business has never stopped growing the segment of the shirts shown fastest growth in
volume due to riding preference for comfort casual at workplace and new offerings from
international brand. The rise in the Indian shirt market has also attracted international brand to
try the luck at capturing a part of the business. Some of the mill likes Bombay dyeing launched
Vivaldi shirt and Raymond also has been successful with its Park Avenue range of shirts. Shirts
with strips or checks cover the centre stage for any occasion. However, new trend have emerged
making the pattern of stripes more stylish. The latest is the three different styles of vertical stripes
that target the men who are more fashion conscious. The range come in a mix of short sleeves
and long sleeves and is available in an interesting combination of dark and bright shades.

3.5 TOP BRANDED SHIRTS IN INDIA

 ALLEN SOLLY
 ARROW
 PARK
 JHONE PLAYERS
 RAYMOND
 BLACKBERRYS
 LOUSIS PHILIPPE
 PETER ENGLAND
 PARK AVENUE

15
 VAN HEUSEN
 INDIGO NATION
 ZERO
 CALVIN
 LENIN CLUB
 SPLASH
 PUMA
 BLUE LEAF
 SCULLERS
 THREE TIER
 PUFF

16
 CHAPTER 4

DATA ANALYSIS AND

INTERPRETATIONS

17
4.1 TABLE SHOWING CLASSIFICATION ON THE BASIS OF GENDER

Table 4.21

Gender No of respondents Percentage

Male 100 100%
Female 0 0%
Total 100 100%

Figure 4.1

100%

90%

80%

70%

60%
100
50%

40%

30%

20%

10%
0
0%
Male Female

Interpretation
The above table shows that 100% of respondents are male respondent, because the study was
concentrated on male respondent. Not female respondents specify.

18
4.2 TABLE SHOWING CLASSIFICATION ON THE BASIS OF AGE
Table 4.2
Age No of respondent Percentage
14-19 26 26%
19-24 66 66%
24-29 4 4%
29-34 2 2%
34-39 2 2%
Total 100 100%

Figure 4.2

70 66

60

50

40

30 26

20

10
4
2 2
0
14-19 19-24 24-29 29-34 34-39

Interpretation
66% respondents are belongs the age class 19-24 and 26% of the respondents are belongs the
age class 14-19. 4% of the respondents are under the age class of 24-29 and 29-34 and only two
percentages of respondents are under the age class of 34-39.

19
4.3 TABLE SHOWING THE CLASSIFICATION ON THE BASIS OF EDUCATIONAL
QUALIFICATION
Table 4.3

Qualification No of respondent Percentage

Illiterate 0 0%
SSLC 2 2%
Plus two 50 50%
Graduate 46 46%
Others 2 2%
Total 100 100%

Figure 4.3

50

45

40

35

30
50
25 46

20

15

10

5
0 2 2
0
Illiterate SSLC Plus two Graduate Others

Interpretation
The above table shows that 2% of the respondents have SSLC qualification, 50% of them have
plus two qualification, 46% of them are graduate and 2% of them have other qualification.

20
4.4 TABLE SHOWING EMPOLYMENT CLASSIFICATION
Table 4.4
Employment No of respondent Percentage
Farmers 0 0%
Business man 40 40%
GOVT employees 0 0%
Private employees 2 2%
Coolie 0 0%
Students 58 58%
Total 100 100%

Figure 4.4

Farmers

Business man
40
GOVT employees

Privet employees
58
Coolie

Students

0
0 2

Interpretation
From the above table and chart, 40% of them are business man, 2% of them are private
employees and 58% of them are students.

21
4.5 TABLE SHOWING CLASSIFICATION ON THE BASIS OF MONTHLY INCOME

Table 4.5

Income No of respondent Percentage

Below 10000 82 82%
10000-20000 6 6%
20000-30000 8 8%
Above 30000 4 4%
Total 100 100%

Figure 4.5

90
80
70
60
50
82
40
30
20
10 8
6 4
0
Below 10000 10000-20000 20000-30000 Above 30000

Interpretation
The above table shows that 82% respondents are under the income class of below 10000,
because most of the respondents are students, their source of income will be limited and
remaining 18% respondents have income of above 10000.

22
4.6 TABLE SHOWING OCCASION OF SHOPPING

Table 4.6

Occasion No of Respondent Percentage

Off-Season sale 2 2%
Festival Time 38 38%
Functions 20 20%
When money available 40 40%
Total 100 100%

Figure 4.6

40
35
30
25
38 40
20
15
20
10
5
2
0
Off-Season sale Festival Time Functions When money available

Interpretation

From the above table we can realize that 40% of youths are buying dress when cash available
and 38% youths are shopping at festival times. The youth not concentrating the off-seasonal
sale, and 20% youths are shopping for the function.

23
4.7 TABLE SHOWING MOST PREFERABLE MODEL OF SHIRT

Table 4.7

Model No of Respondent Percentage

Readymade 60 60%
Stitched 40 40%
Total 100 100%

Figure 4.7

40
Readymade
60
Stitched

Interpretation
The above table shows that 60% of youths are selecting the readymade shirts and 40% of
youths are choosing the materials and stitch its own preference.

24
4.9 TABLE SHOWING REASOPN BEHIND SELECTION OF READYMADE SHIRTS
Table 4.8
1 2 3 4 5
Reason Rank Rank Rank Rank Rank
Low price 6 2 22 10 20
Urgency use 22 18 8 8 4
Attractive work 4 4 30 30 12
Variety collection 24 16 4 4 4
Large Number of shops 20 8 8 20

Figure 4.8

35
30
30

25 24
22 22
20 20 20
20 18
16
15
12 12 12
10
10 8 8 8
6 6
5 4 4 4 4 4
2

0
Low price Urgency use Attractive work Varitey collection Large number of
shops
1 Rank 2 Rank 3 Rank 4 Rank 5 Rank

Interpretation
From the above graph we can recognize that, the main reason for the selection of ready-made
are variety collection and urgency to use. Only little number of respondents is considering the
price range as a big factor for selection of readymade, attractive work also inviting youths to
buy readymade in a moderate level.

25
4.9 TABLE SHOWING REASON BEHIND SELECTION OF MATERIAL
Table 4.9
1 2 3 4 5
Reason Rank Rank Rank Rank Rank
Loyalty in material 8 6 10 2 4
Correct fit 20 10 10
Low cost 8 6 10 6 10
Continuous user 8 6 20 6
Special purpose 4 10 4 12 10

Figure 4.9
25

20 20
20

15 14
12
10 10 10 10 10 10 10
10
8 8 8
6 6 6 6 6
5 4 4
2

0
Loyalty in material Correct fit Low cost Continuous user Special purpose

1 Rank 2 Rank 3 Rank 4 Rank 5 Rank

Interpretation
The above table shows that most of the youths are preferring material due to make it correct fit.
They like to wear dresses with correct fit. 20% of them are stimulated due to low cost and
some of them have loyalty in material and only less number of youths buying material for
special purpose.

26
4.10 TABLE SHOWING AWARENESS OF BRAND SHIRTS AMONG YOUTHS

Table 4.10

Awareness No of Respondent Percentage

Yes 96 96%
No 4 4%
Total 100 100%

Figure 4.10

Aware

Not aware

96

Interpretation
The above graph shows that 96% of youths are aware about different brand of readymade shirt
available in the markets. And only 4% of youths are not aware about the different brand of
readymade shirts.

27
4.11 TABLE SHOWING LEVEL OF BRAND PREFERENCE WHILE SHOPPING

Table 4.11

Level of preference No of Respondents Percentage

Little 28 28%
Moderate 48 48%
Always 8 8%
Not at all 16 16%
Total 100 100%

Figure 4.11

50

45

40

35

30

25 48

20

15 28

10 16
5 8

0
Little Moderate Always Not at all

Interpretation

From the above graph we can get that only 8% of youths always prefer the brand readymade
shirt, and 16% of youths never prefer the branded readymade shirt. 48% of youths are choosing
branded shirts at a moderate level and 28% of youths are prefer the brand at a little level.

28
4.12 TABLE SHOWING MOST PREFERED MATERIAL

Table 4.12

Materials No of Respondent Percentage

Cotton 48 48%
Polyester 0 0%
Mixed cotton 38 38%
Linen 14 14%
Total 100 100%

Figure 4.12

50

45

40

35

30

25 48

20 38

15

10
14
5
0
0
Cotton Polyester Mixed cotton Linen

Interpretation
From the above table we can realize that 48% of the people are choosing the cotton materials
and 3% of youths are choosing the mixed cotton, 14% of youths are selecting the linen clots
and no people choosing polyester material.

29
4.13 TABLE SHOWING SOPURCE OF INFORMATION ABOUT THE BRAND

Table 4.13

Source No of Respondent Percentage

Friends & Relatives 52 52%
Advertisement 34 34%
Shop 4 4%
Public 10 10%
Total 100 100%

Figure 4.13

10%

4%

Friends & Relative

52% Advertisment

34%
Shops

Public

Interpretation
Most of the youths 52% getting information about the brand from their friends and relatives and
34% of them familiar with brand through advertisement and 10% of youths get information from
public and 4% of youths gets information from shop.

30
4.14 TABLE SHOWING HIGHLY PREFFERD BRAND OF READYMADE SHIRTS

Table 4.14

Brand of No of Percentage
Readymade shirt Respondent

Allen sully 16 16%

Raymond 4 4%
Indigo nation
Louis Philippe 24 24%
Peter England 6 6%
Zero
Calvin Klein 8 8%
Line club 20 20%
Splash
Puma
Blue leaf 8 8%
Scullers 6 6%
Three-Tier
Puff
Others 8 8%

31
Figure 4.14

Allen solly
6% 8%
16% Raymond
4%
8% Louis philippe

Peter England

Calvin klein
20% 24%
Line club

8% Blue leaf
6%
Scullers

Others

Interpretation

From the above table we can realize that 24% of youths prefer Louis Philippe and 20% of youths
prefer Linen club. 16% of youths prefer both Allen solly and 8% youth prefer Blue leaf. 6% of
youths are preferred both Peter England and Scullers. 8% of youths prefer Calvin Klein and
others. And No people preferring Puff, Puma, Three-Tier, Splash, Zero and Indigo Nation.

32
4.15 TABLE SHOWING CONSUMER FOCUS TOWARDS BRAND NAME OR
QUALITY

Table 4.15

Focus No of Respondent Percentage

Brand name 36 36%
Brand quality 60 60%
Others 4 4%
Total 100 100%

Figure 4.15

Others 4

Brand quality 60

Brand name 36

0 10 20 30 40 50 60 70

Interpretation
From the above table we can realize that 60% of youth are choosing the branded readymade
shirts by looking the quality of the branded shirts. At the same time 36% of youths are interested
in brand name, and only 4% of youths choosing due to some other factors.

33
4.16 TABLE SHOWING REASON FOR PREFERRING BRAND SHIRTS

Table 4.16

Reason No of Respondent Percentage

Quality 62 62%
Status symbol 10 10%
Office purpose 4 4%
Good colour and designs
Smart look and comfortable 18 18%
Long Lasting 6 6%
Total 100 100%

Figure 4.16

70
60
50
40
30 62
20
10 18
10 4 6
0 0

Interpretation
The above table shows that the main reason for selection of branded readymade shirts is its
quality, because 62% of the respondents are responded in favour to brand quality. At the same
time 18% of the respondent are selecting brand to become smart look and comfortable to wear.
No people choosing the brand due to good colour and design. And 4% of youths are choosing
brand for office purpose, and 10% of youths are considering brand as a status symbol.

34
4.17 TABLE SHOWING LOYALTY TOWARDS THE BRAND OF THE READYMADE
SHIRTS AMONG YOUTHS

Table 4.17

Loyalty No of Respondent Percentage

Yes 4 4%
No 96 96%
Total 100 100%

Figure 4.17

100

80

60
96
40

20
4
0
Yes No

Interpretation
The above table shows that no people have loyalty towards the brand of readymade shirts.
Every youth are ready to wear any brand of readymade shirts available in the markets.

35
4.18 TABLE SHOWING MODE OF PURCHASING

Table 4.18

Opinion No of Respondent Percentage

Online 29 29%
From shop 63 63%
Others 8 8%
Total 100 100%

Figure 4.18

8%
29%

63% Online

From shops

Others

Interpretation
From the above table we can realize that 29% of youths are buying dress from online. And
63% of youths are buying dress from shop. 8% of youths are purchasing dress from other
places.

36
4.19 TABLE SHOWING OPINION ABOUT INFLUENCE OF BRANDED SHIRTS IN
SOCIAL STATUS
Table 4.19
Opinion No of Respondent Percentage
Yes 92 92%
No 8 8%
Total 100 100%

Figure 4.19

No 8

Yes 92

0 20 40 60 80 100

Interpretation
From the above table we can realize that 92% of youths are think branded garments raising social
status. And 8% of youths are says no.

37
4.20 TABLE SHOWING FUTURE PREFERENCE OF CUSTOMERS

Table 4.20

Opinion No of Respondent Percentage

Yes 86 86%
No 14 14%
Total 100 100%

Figure 4.20

14%
Yes

No

86%

Interpretation

The above table shows that 86% of people have to prefer branded shirts in future. And 14% of
people do not prefer branded shirts in future.

38
 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

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 FINDINGS

 The study shows that 100% of respondent are male.

 The study reveals that 66% of respondents are belonging to age group of 19-24.
 The study reveals that 50% of respondents have educational qualification of plus two.
 The study shows that 58% of respondents are students.
 The study reveals that 82% of respondents belonging to below 10000 income group.
 The study reveals that 40% of respondents purchase when money available.
 The study shows that 60% of respondent preferable model is readymade.
 The study reveals that the main reason for the selection of readymade are variety
collection and urgency to use.
 The study shows that most of the youths are preferring material due to make it correct
fit.
 The study shows that 96% of respondents are aware of branded shirts.
 The study shows that 48%of respondent level of preference is moderate.
 The study shows that 48% of respondents are preferring cotton material.
 The study reveals that 52% of respondent’s source of information about the brand’s
friends and relatives.
 The study shows that 24% of respondent highly preferred brand of readymade shirts is
Louis Philippe.
 The study reveals that 60% of respondents are focusing towards brand quality.
 The study shows that 62% of respondents are prefer branded shirts by the reason of
quality.
 The study shows that 96% of respondents does not have brand loyalty.
 The study shows that 63% of respondent's mode of purchase is from shop.
 The study shows that 92% of respondents believes that branded shirts has influence on
social status.
 The study shows that 86% of respondents says that they will prefer brands in future.

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 SUGGESTIONS
 In order to increase use of branded wears among youths price should be decrease by
considering the price of quality cheap rate wear.
 Improvement in advertisement model will be helps to increase sales.
 Special offers can be given to brand wears to make sale more effective.
 Quality of branded wears needed to be improve, it will increase the satisfaction level of
youths.
 Exclusive brand shop for wears will be more comfortable for brand users.

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 CONCLUSION

In daily life wears is an essential factor for everyone, most of the youths are prefer the readymade
wears other than material, there are different brand of readymade wears are available in the
markets, and most of the youths are wears available in the markets. But only little number of
youths always prefer branded wears, they are not ready to spend much money for buying branded
wears, there are cheap rate wears with good quality are available in the markets. Most of the
youths prefer brand by focus on its quality and comfort to wear, if such products available with
cheap rate the youths did not interested to buy branded wears by spending large amount for it.

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BIBLOGRAPHY

43
 BIBLOGRAPHY

BOOKS

 Brand consciousness among Indian Teenagers-Nandini

 Brand Awareness-Jacob George
 The brand-L.R Eric
 Brand preference of the men wear Indian journal of Marketing-Lalitha.A
 Emerging market priorities for global brands-A.T Kearney

WEBSITE

 www.brandshirts.com
 www.brand.com
 www.brandconsciousness.com
 www.brandawareness.com
 http://www.marketingpower.com
 www.businessweek.com
 www.google.com
 www.wikipidia.com

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APPENDIX

45
 A STUDY ON BRAND CONSCIOUSNESS OF READYMADE SHIRTS AMONG
YOUTHS WITH SPECIAL REFERENCE TO MANNARKKAD MUNICIPALITY

1. Name:

2: Gender: a) male b) female

3. Age : a) 14-19 b) 19-24 c) 24-29

d) 29-34 e) 34-39

4. Educational Qualification

a) Illiterate b) SSLC c) Plus two

d) Graduate e) Others
5. Employment:

a) Farmer b) Business man c) Govt.employee

d) Private employee e) Coolie f) Student

6. Monthly income:

a) Bellow 10000 b) 10000-20000 c) 20000-3000

d) Above 30000

7. What are the occasion which you buy wears?

a) Off-season sale b) Festival time

c) Functions d) When money available

8. Which type of dress would you most prefer?

a) Readymade b) Stitched

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9. Why?

Rank the reason in the order of intensity

If readymade if stitched

No Reason Rank No Reason Rank

1 Low price 1 Loyalty in material
2 Urgency use 2 Correct fit
3 Variety collection 3 Low cost
4 Attractive work 4 Continuous user
5 Large number of shop 5 Special purpose

10. Are you aware about the branded shirt in the market?

a) Yes b) No
11. Do you prefer the brand while you buying the shirts?

a) Little b) Moderate

c) Always d) not at all

12. Which material do you most prefer?

a) Cotton b) Polyester

c) Mixed cotton d) Line

13. Source of information about the brand?

a) Friends b) Advertisement

c) Shop d) Public

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14. Mention highly preferred brand of readymade shirts?

No Brand Rank
1 Allen solly
2 Raymond
3 Indigo nation
4 Louis Philippe
5 Peter England
6 Zero
7 Calvin Klein
8 Line club
9 Splash
10 Puma
11 Blue leaf
12 Scullers
13 Three-Tier
14 Puff
15 Others

15. Are you focus on brand name or quality?

a) Brand name b) Brand quality

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16. Why do you prefer the branded shirt?

a) Quality b) Status symbol

c) Smart look and comfortable d) Good colour and design

e) Office purpose f) Long lasting

17. Do you have loyalty towards any brand of readymade shirt?

a) Yes b) No

18. How do you purchase dress?

a) Online b) From shop c) Others

19. Do you think branded garments raise your social status?

a) Yes b) No

20. Will you prefer your branded shirt in future?

a) Yes b) No

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