CHAPTER-I

INTRODUCTION
 INTRODUCTION

There was a time, ages back, when only three things were considered to be the basic
necessities of one’s life i.e., food, clothes and shelter. But as the world is progressing, now we
are at a point where the necessities not only include these three things but many more such as
mobile phone, internet, etc. In fact, not only our necessities have increased but also the
options under each of the necessities have increased.

This study focuses on one of the most important necessities i.e., clothing. When it
comes to clothes, there are so many options that we have, there are so many brands in clothes.
And this study tries to analyze the preferences of the people, whether they prefer branded
clothes or non-branded clothes and if they prefer the branded clothes, which type brands do
they like, Indian brands or Foreign brands. This study also tries to know what people opine
about the impact of dressing (clothes) on their image in their personal and professional life.
The following paragraphs explain the different brands of clothes.

BRANDED CLOTHES

As we try to understand the branded clothes, it is important that we know

what exactly the word “brand” means. Brand means a type of product produced or
manufactured by a particular company under a particular name or label.

Clothing is a necessary good to all human beings. Now-a-days, in addition to

the basic functions, clothing can also serve as a fashion item. Brand is a powerful tool to
attract more consumers to buy particular products. Brands simplify recognition and selection;
they facilitate split-second purchase decisions at the time of purchase. Brand is a name in
every consumers mind and it is characterized by a noticeable name or symbol which can
differentiate the goods from the other brand goods. In financial terms a brand represents the
pact between a consumer and a supplier. From consumers’ point of view, Brand is a guarantor
of liability and quality in consumer. Consumers would like to buy and use Brand name
products in much higher prices. The fundamental theorem states that consumers’ choice
depends mainly on income and price of commodities. It states that demand for any
commodity varies inversely with the price of commodity and directly with the level of
income. But in reality, there are many commodities for which demand varies directly with
price and consumers’ choice depends mainly on taste and preference. Brand apparels is one
such commodity for which demand depends mainly on taste, preference, quality, comfort and
consumers are willing to buy brand apparels even at higher prices. Consumers’ behaviour is
defined as the behaviour that consumers display in searching for purchasing, using,
evaluating and disposing of products and services that they expect will satisfy their needs.
Consumer behaviour involves study of how people buy, what they buy, when they buy, and
why they buy.

Branding is the process of creating an image of the product or a line of products that
engages and enthrals the hearts and minds of the consumers. Indian consumer markets are
changing fast, with rapid growth in disposable income, the development of modern urban
lifestyles and the emergence of the kind of trend –conscious consumers that India has not
seen in the past. Apparel and fashion industry are in its growth stage. Several brands, under
the influence of globalization and concerted efforts from media advertising, have become
popular not only in their country of origin, but also in other markets with high potential.
There are two types of branded clothes – Indian Brands and Foreign Brands. Indian brands in
clothes include Allen Solly, Raymond, Neeru’s, Westside, etc. Foreign brands in clothes
include Nike, French Connection, etc.

An effective brand strategy gives you a major edge in increasingly competitive markets. But
what exactly does "branding" mean? Simply put, your brand is your promise to your
customer. It tells them what they can expect from your products and services, and it
differentiates your offering from that of your competitors. Your brand is derived from who
you are, who you want to be and who people perceive you to be.

Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your
product the high-cost, high-quality option, or the low-cost, high-value option? You can't be
both, and you can't be all things to all people. Who you are should be based to some extent on
who your target customers want and need you to be.

The foundation of your brand is your logo. Your website, packaging and promotional
materials--all of which should integrate your logo--communicate your brand.

Your brand strategy is how, what, where, when and to whom you plan on communicating and
delivering on your brand messages. Where you advertise is part of your brand strategy. Your
distribution channels are also part of your brand strategy. And what you communicate
visually and verbally is part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value
brought to your company's products or services that allows you to charge more for your brand
than what identical, unbranded products command. The most obvious example of this is Coke
vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more
for its product--and customers will pay that higher price.

The added value intrinsic to brand equity frequently comes in the form of perceived quality
or emotional attachment. For example, Nike associates its products with star athletes, hoping
customers will transfer their emotional attachment from the athlete to the product. For Nike,
it's not just the shoe's features that sell the shoe.

Defining your brand is like a journey of business self-discovery. It can be difficult, time-
consuming and uncomfortable. It requires, at the very least, that you answer the questions
below:

 What is your company's mission?

 What are the benefits and features of your products or services?

 What do your customers and prospects already think of your company?

 What qualities do you want them to associate with your company?

Do your research. Learn the needs, habits and desires of your current and prospective
customers. And don't rely on what you think they think. Know what they think.

Once you've defined your brand, how do you get the word out? Here are a few simple, time-
tested tips:

 Get a great logo. Place it everywhere.

 Write down your brand messaging. What are the key messages you want to
communicate about your brand? Every employee should be aware of your brand
attributes.


 Integrate your brand. Branding extends to every aspect of your business--how you
answer your phones, what you or your salespeople wear on sales calls, your e-mail
signature, everything.

 Create a "voice" for your company that reflects your brand. This voice should be
applied to all written communication and incorporated in the visual imagery of all
materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be
more formal. You get the gist.

 Develop a tagline. Write a memorable, meaningful and concise statement that

captures the essence of your brand.

 Design templates and create brand standards for your marketing materials. Use
the same color scheme, logo placement, look and feel throughout. You don't need to
be fancy, just consistent.

 Be true to your brand. Customers won't return to you--or refer you to someone
else--if you don't deliver on your brand promise.

 Be consistent. This tip involves all the above and is the most important tip on this list.
If you can't do this, your attempts at establishing a brand will fail.
 NEED OF THE STUDY
Food, clothing and shelter have always been the basic necessities of a human being.
With the progressing world, we see that there are many options that are available in today’s
world even in the goods of necessities. This study focuses on one of the important necessities
– Clothing. We have so many options in clothing for men as well as women, such as formal
clothes, casual clothes, natural type of clothes (cotton, etc) and artificial type of clothes
(synthetic clothes). There is one more classification of clothes i.e., Branded Clothes and Non-
Branded Clothes.

These days we see people have become very choosy about the clothes they wear.
Some people are also brand conscious with regard to clothes too. Some people prefer buying
non-branded clothes. There are some people who buy both branded and non-branded clothes.
With such preferences of the people, there is a need that arises to study and analyze the
awareness levels about the various Indian Brands and Foreign Brands available in the clothes
market, among the people. There is also a need to analyze the factors that influence them to
buy or prefer non branded clothes or branded clothes and further in the section of branded
clothes, their preference towards Indian Brands or Foreign Brands.
 OBJECTIVES OF THE STUDY

• To study the various brands available in clothes and their awareness among the
people.
• To analyze the preferences of the consumers regarding branded and non-branded
clothes.
• To examine the various factors that have an impact on the selection of branded or
non-branded clothes.
 HYPOTHESIS

TEST-1

NULL HYPOTHESIS (H0): There is no significant difference between the age and the type
of clothes they prefer

ALTERNATE HYPOTHESIS (H1): There is a significant difference between the age and
the type of clothes they prefer

TEST-2

NULL HYPOTHESIS (H0): There is no significant difference between occupation and the
type of clothes prefer

ALTERNATE HYPOTHESIS (H1): There is a significant difference between occupation

and the type of clothes prefer
 SCOPE OF THE STUDY

• The scope of the study is confined to the twin cities Hyderabad and Secunderabad.
• The sample size for this study is 100 respondents.
• The period of study is 3 months
 CHAPTER PLAN
Chapter 1: Introduction
Chapter 2: Research Design
Chapter 3: Data Analysis & Interpretation
Chapter 4: Conclusion
 RESEARCH DESIGN

TYPE OF PROJECT: Survey Method

Survey methodology studies the sapling of individual units from a population and the
association survey data collection techniques, such as questionnaire construction and methods
for improving the number and accuracy of responses to surveys.

SOURCES OF DATA: The data has been collected from two sources i.e., primary sources
and secondary sources.

Primary Data:

The primary data has been collected through Questionnaire Method from 100 respondents.

Secondary Data:

The secondary data has been collected from internet, magazines and newspapers.

TOOLS FOR DATA PROCESSING:

Data obtained has been analysed and interpreted for each questionnaire, percentage method
was used and graphs were drawn accordingly.

1. Percentage method:
Percentage method is used in making the comparison between the series of data

Percentage of Respondents = Number of respondents x 100

Total number of respondents

2. Chi-square tests:

Chi-square has been used to analyze data and proper conclusions are drawn

SAMPLING METHOD: Non-Random Sampling -> Convenience Sampling

The sampling technique adopted was the non random sampling technique. Any sampling
method where some elements of the population have no chance of selection, or where the
probability of selection cannot be accurately determined. In non random sampling it is
Convenience sampling .With convenience sampling, the samples are selected because they
are accessible to the researcher. Subjects are chosen simply because they are easy to recruit.
This technique is considered easiest, cheapest and least time consuming.

Assumptions of the Study:

• It is assumed that the respondents have filled the correct data.

• It is assumed that respondents have the proper knowledge about the study.
• It is assumed that the respondent have understood the aim of questionnaire.
• As there is a limited time frame for project completion, it is assumed that sample
selected is ideal for the study.

Constraints & Limitations of the Study:

• Duration of the study was for period of 3 months which was not sufficient for a
detailed study.
• The study has been conducted by taking a limited sample of 100 which may not give
the true picture of population.
• The study covers respondents of Hyderabad only.
 CHAPTER-II
REVIEW OF LITERATURE
 REVIEW OF LITERATURE
1.) Brand Preference of Men’s wear - Lalitha (2008) This study entitled "Brand Preference
of Men’s wear". Scope of the study focuses on the brand preference regarding shirts and
pants of select consumers living in twin cities of Hyderabad and Secunderabad. It is confined
to the customers visiting the select showrooms in Hyderabad and Secunderabad. The
objectives of this study were to know the reason why customers prefer branded shirts and
pants to unbranded ones, to find out the influence of advertisement for branded clothing for
the purchase behavior of the respondent and to know the factors influencing customers while
choosing branded shirts or pants. It is concluded that educational qualifications, employment
status, age group, convenience of shops, and advertisement are influencing factors for
purchasing the branded shirts and pants by the respondents. 94percent of the respondents are
highly educated and purchased branded ready wears. Age group of 20-50 years is income
earning people and spending on the branded wears. The study reveals that the advertisements
play a limited role to choose the brand among readymade dresses available in the market.
54percent of the customers are buying branded ready wear because of quality and status
symbol.
2.) Purchasing behavior of buyers of branded men’s garments-Kazmi, Mathur: The
research type was exploratory as it was conducted to develop a concept about the purchasing
behavior 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 .
3.) Customer Shopping Behavior among Modem Retail Formats- Pathak and Tripathi:
The Study is an exploratory research conducted in Delhi & NCR. It specifically focuses on
customer shopping behavior in Indian scenario among the modern retail formats (Sumathi,
2003). Objectives 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 buyers. On the basis of primary as well as secondary research the
authors note that retailers often over look the schemes and offerings expected by the
customers and tried to impose their own offerings upon customers which ultimately cause the
dissatisfaction (Fornell, et al., 2006; 2009). It is also observed that in the changing retailing
environment, understanding the psyche of a customer is critical for success in retailing.
Aggregate level picture may be misleading, as it averages the beats and the valleys. Hence,
Individual understanding is desirable (Mishra, 2009).Today's young consumers are inclined
more towards leading a comfortable and hassle free life. They have come in possession of
money and wish to spend it on trusted goods and services, which are well worth the money
that they would pay. 'Brands' cost them dearly and yet, they prefer the same as they are
conscious of the fact that branded products give them their money's worth. Raymonds, Amul
and Bata are trusted brands. The problem is that when they started they were pioneers in their
line, whereas today, there are multiple brands that are able to deliver the same quality at a
lower price perhaps. Thus, firms will have to configure what customers want, rather than
being product centric. This trend makes the customer segments smaller and smaller and poses
a challenge to make each cluster a viable segment. The results provided support for both
propositions, and suggest that anticipated satisfaction and prepurchase satisfaction are
distinguishable constructs, and prepurchase satisfaction is a predictor of the purchase
behavior of first time buyers. Jayashree (1998) says “In the matter of textiles, the consumer
prefers a wide variety of fabrics to choose them, and their preferences changes according to
the season and geographical areas. Consumer taste is a controlling factor in determining the
character of goods that appears in the market. A rational approach to clothing needs and
expenditure makes the consumer more effective participate in entire market economy”.
Research addressing the issue of gender differences in decision-making styles could help
marketers to find better ways of communicating with both sexes and to guide marketing mix
decisions (Mitchell and Walsh, 2004)., Numerous studies in the past have provided
considerable evidence that gender relates to consumers’ perceptions, attitudes, preferences
and purchase decisions.
 CHAPTER-III

COMPANY PROFILE
 COMPANY PROFILE

Shoppersstop.com: Shop Anytime, Anywhere!

Online shopping is taking over the market faster than one can comprehend. That being said,
no one else knows or understands the retail market better than Shoppers Stop. Being one of
India’s finest retailers for more than 20 years, we are at the forefront when it comes to retail
development. We are expanding our reach over retail stores and the digital market with one of
the best online shopping sites. Shopping online can sometimes be tedious and difficult,
however with an attractive design, our online fashion destination is easy to navigate making
your experience delightful. One can browse through exclusive offers and bag some of the best
deals available for themselves. Best deals on top categories, free shipping* and options like
cash on delivery to provide you with a hassle free online experience to ‘Shop Anytime
Anywhere’.

Shoppersstop.com is a one stop destination for your family's fashion needs. We give you the
opportunity to give your wardrobe a makeover with the latest collections from our top brands.
Shoppersstop.com aims at ensuring nothing but the best for your closet. Find everything in
one place, whether it is women’s ethnic wear from W & Biba, or salwar & churidar sets from
exclusive brands like Haute Curry & Global Desi. The most desired dresses or the latest
styles in tops and tees is no more a challenge to find. Choose from an enviable collection of
women’s watches to make a style impact. To enhance your style further, you can choose from
our massive collection of handbags that can directly make way through your go-to collection
for all occasions.
Mothers can find everything for their little ones right from birth to teenage. The wide range
of apparels, toys, games & other accessories for your kids ensures you have an unmatched
experience while shopping for your kids. For the homemakers who want to redesign their
abode, we offer easy and attractive home décor solutions. Turn your living room or bedroom
into a lively space with upholstery from brands like Tangerine, Ivy, Portico, etc. Choose your
kitchen appliances from trusted companies like Bajaj or Phillips at the click of a button.
Reinventing homes was never easier.
While women enjoy retail therapy, the men can have their share of hassle-free shopping
experience. The search does not end at quirky tees, formal or casual shirts. From the
boardroom to the beach, find everything that your heart desires from the best of brands like
Allen Solly, U.S. Polo, Vettorio Fratini and many others. Add a dash of style to your outfit
with a choice of swanky watches from brands like Fastrack, Guess, Fossil and Casio amongst
others. Flaunt your fashion sense in those cool pair of sunglasses from Rayban, IDEE &
more.

For those who love a good fragrance, you will find plenty of options in men’s deodorants &
fragrances to choose from brands like Life, Ferrari, Armani, Bvlgari, YSL, etc. Your search
for the perfect pair of shoes ends at shoppersstop.com, from the best assortment of footwear
brands like Lee Cooper, Clarks, Louis Philippe, Red Tape, etc.

Celebrity brands like Rheson, Being Human & many more lay trust in us by launching with
us exclusively. Shoppersstop.com not only allows you to shop your favourite brands from the
comfort of your home but also leaves you wanting for more with our exclusive sales and best
offers.
ABOUT US
Shoppers Stop is home to a multitude of leading international and national brands for
apparels, fragrances, accessories, cosmetics, footwear, home décor and furnishings catering to
the needs of the entire family. We aspire to provide our customers a memorable international
shopping experience. We are one of the largest chain of department stores across India.
 O u r Vis io n I s ,

“To be an inspirational and trusted brand, transforming customers' lives through fashion and
delightful shopping experience every time”

We have a team of professional associates who strive endlessly to provide the best shopping
experience to each of our customers. We have adopted a new philosophy of "Start Something
New" to give retail a new dimension and innovation is our key driver to attain excellence in
customer service.

WHY SHOP WITH US(CURRENT)CORPORATE

INFORMATION(CURRENT)ABOUT K RAHEJA CORP(CURRENT)

WHY SHOP WITH US

 SIMPLE SHOPPING
Whether you shop online or in store or any of the leading third party marketplaces you get the
same experience in terms of merchandise, price & service.
 SECURE SHOPPING
Shopping on our website is 100% safe and secure as we do not store complete details or
payment information of your credit/debit card in our system. This is information is directly
transmitted securely to the bank for payment processing. However, caution must always be
taken by the customer while making transactions on any online venue.
 RANGE OF PRODUCTS AND BRANDS
We assort the collection from the best brands, trends, colours, fabrics, patterns to bring you a
deep fashion selection wide across Men, Women, Kids, Fashion Accessories, and Home
categories.
 FREE RETURNS
At Shoppers Stop we follow a policy that is – "We are responsible for what we sell". We offer
free and easy returns on most of the merchandise bought online. If you are not completely
satisfied with your purchase you can return the items via a courier pick up or exchange them
in any of our stores across India.
 100% ORIGINAL
We are responsible for what we sell and guarantee the originality of the products. All our
products are sourced directly from the brands and carry brand warranty and genuineness
certificate.
 FREE ALTERATIONS
We offer free alteration at any Store for products purchased on online as well.
 EXPRESS STORE PICK UP
We provide the facility of express pick up service at the store. You can shop online and
collect your order from the nearest or preferred Shoppers Stop store as per your convenience.
 PERSONALIZED SHOPPING AT STORE
We offer personal shopper service with prior appointment at our store. You can avail the
assistance of personal shoppers who are experts to guide you to shop in an exclusive lounge
at the store.
 PERSONAL SHOPPER SERVICE AT HOME
We also provide Personal Shopper At Home service and you can shop from the comforts of
your home with prior appointment with assistance from our personal shoppers.
 PERSONALIZED SHOPPING GUIDE
We provide personalized shopping assistance by following our Style Hub which is curated
with latest fashion trends and suggestions.
CORPORATE INFORMATION

Shoppers Stop stores have an unparalleled assortment of leading international and national
brands in clothing for men, women, and kids, accessories, fragrances, cosmetics, footwear;
home furnishing and decor products. The stores aim to provide shoppers a truly international
shopping destination.

Shoppers Stop has experienced and professional team that follows practices and systems
which are world-class. The associates are passionate about providing the customers the best
shopping experience. This vision has helped Shoppers Stop to grow from a single store in
1991 to the largest chain of department stores in India today.

At Shoppers Stop the belief is in providing a fantastic shopping experience to the customers
and setting benchmarks to gain success

BOUT K RAHEJA CORP

K Raheja Corp is one of the leading developers and success story

spanning over six decades. The company has made a significant impact on modern lifestyle
by providing elegant residential, robust workplaces and world class hotels. K Raheja Corp
has always been a step ahead on the curve of the green development sector. They signed a
memorandum of understanding with the CII-Green Building Council to construct green
buildings, way back in 2007. The constructions have extensive large eco-friendly landscapes
as a contribution to develop green expanses in the country. Their buildings have been
certified in the Gold and Platinum, and won accolades from prestigious forums.
The foundation of Shoppers Stop was laid on October 27, 1991, by the K. Raheja Corp. group
of companies. Being amongst India's biggest hospitality and real estate players, the Group
crossed yet another milestone with its lifestyle venture.
M•A•C

M•A•C (Make-up Art Cosmetics), a leading brand of professional cosmetics, was created in
Toronto, Canada in 1984 to support the special needs of professional makeup artists – a
collection of colors, products and tools that meet the demanding lighting and studio
conditions under which the pros work. The company’s popularity has grown through a
tradition of word-of-mouth endorsement from makeup artists, models, photographers and
journalists around the world. M•A•C opened its first location in India in 2005 and is now
available in 58 (Fifty Eight) stores nation-wide. The M•A•C attitude is best expressed by our
artists, seen and felt in our stores and accessed through our website

INDIAN BRANDS IN CLOTHES:

• ALLEN SOLLY:

The brand Allen Solly is an initiative of Madura Fashion & Lifestyle, a division of Aditya
Birla Fashion and Lifestyle is India’s largest and fastest growing branded apparel companies
and a premium lifestyle player in the retail sector. After consolidating its market leadership
with its own brands, it introduced premier international labels, enabling Indian consumers to
buy the most prestigious global fashionwear and accessories within the country.
The company’s brand portfolio includes product lines that range from affordable and mass-
market to luxurious, high-end style and cater to every age group, from children and youth to
men and women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van
Heusen, Allen Solly, Peter England — that personify style, attitude, luxury and comfort.
It also includes India's first fast-fashion youth brand, People; India’s largest fully integrated
fashion multi-brand outlet chain, Planet Fashion; India's largest premium international brand
retailer, The Collective and the British fashion icon, Hackett London's mono-brand retail in
India.
ABFRL has acquired exclusive online and offline rights to market the global brand – ‘Forever
21’ and its existing store network, in the fast-fashion segment in India.
To expand its international portfolio, ABFRL entered into exclusive partnerships with two of
UK’s most successful fashion brands, ‘Simon Carter’ and `Ted Baker’.
Madura Fashion & Lifestyle reaches its discerning customers through an exclusive network
comprising approx. 2,000+ stores (as on 31st December 2016), covering 3.05 million sq ft of
retail space, and is present in more than 3,800 premium multi-brand stores and 490+
departmental stores.
• BOMBAY DYEING:

Bombay Dyeing (full name: The Bombay Dyeing & Mfg. Co. Ltd., established 1879) is
the flagship company of the Wadia Group, engaged primarily in the business of Textiles.
Bombay Dyeing is one of India's largest producers of textiles. They mainly deal with
products like bed linen, towels, etc. This brand is included in our study as it also deals with
men’s wear.

• RAYMOND GROUP:
Raymond Group is an Indian branded fabric and fashion retailer, incorporated in 1925. It
produces suiting fabric, with a capacity of producing 31 million meters of wool and wool-
blended fabrics. Gautam Singhania is the chairman and managing director of the Raymond
group. The group owns apparel brands like Raymond, Raymond Premium Apparel, Park
Avenue, Park Avenue Woman ColorPlus & Parx. All the brands are retailed through 'The
Raymond Shop' (TRS), with a network of over 700 retail shops spread across India and
overseas, in over 200 cities.In addition, the group also has business interests in readymade
garments, designer wear, cosmetics & toiletries, engineering files and tools, prophylactics and
air charter operations.

• NEERU'S:

Neeru's came into own in the year 1971, with tailoring and embroidery of superior & intricate
designs. In 1979, Mr. Harish Kumar(MD), established one of India’s first retail outlets that
was exclusively devoted to one of the most popular & finest ladies dress wear, Salwar
Kameez. In 1983, Neeru's started manufacturing and wholesale under of superior quality, the
brand is the name of ‘Neeru Textiles',supplying its quality fabrics to over 1000 retailers India-
wide.Since 1971, Neeru's has carved a distinct niche for itself in the city amidst growing
fashion market. An array of ethnic attires with latest prints & laced Sarees to kurtis has been
designed to mesmerize the fairer sex. They are rich in color, fine in textures, pure in fabric
and enhance the femininity. The intricate designs speak volumes about the tremendous
designing effort, flawless aesthetics and superb deft craftsmanship. The collection is
segmented into graceful yards of opulence like digital prints, trendy chiffon and also wedding
and bridal exclusive sarees with a touch of the contemporary. Showcasing a creative blend of
traditional Indian finery with contemporary styles, it is exclusively dedicated to the incredible
ethnic look. For four decades, Neeru's has been creating fascinating ethnic wear as exclusive
adornments for women. Dressing up for an occasion is, in fact considered incomplete without
Neeru's signature wear. With a successful standing in the Indian fashion market, Neeru's has
unleashed a new benchmark of ethnic fashion in Hyderabad. Built on the foundation popular
for its eloquent designs, pure fabrics, fresh colors, elegant tailoring and innovative
silhouettes. Neeru's ascent to success in the Deccan can be attributed to an understanding of
every woman’s desires when it comes to dressing up. The beauty Silk sarees, Designer
embroidery Sarees nor just traditional but in different silhouette, half Sarees, Lahengas,
Salwar suits ( Ready to wear & Unstitch) Tunics, Mix & Match from top designers labels
from India and in-House labels and the USP of Neeru's is to give the best in fashion at the
reasonable price tag. Whether you're looking for a dream wedding outfit or a dazzling ethnic
wear– Neeru's has got something for everyone. The magnificent couple who created these
stores, Mr. Harish Kumar and his wife Neeru Kumar, have plenty of reasons to smile. What
started as a simple shop, is now a thriving business with plenty of outlets and countless loyal
customers. Mr Harish has used his knowledge of textiles and intuitive understanding of
fashion to bring the store to this level of fame. Mrs Neeru is a well known name in the
fashion scenario and has a solid reputation for designing the most amazing trousseaus for
elite weddings.Today, Neerus has over 28 Ebo and MBO stores in more than 6 Indian cities-
Hyderabad, Bangalore, Mumbai, Pune, Vizag, Vijayawada and Mysore. Neeru's has
collaborations with larger format stores in India like Future Group Co. and Landmark Group
Co. apart from the EBO format. Neeru's has created a brand in itself for it has all the
ingredients that make it irresistible for a clientele from all over India & NRI's mainly from
UK, USA, Canada, Middle East & other countries. In 2012: Launch of Signature Store –
"Neerus Emporio: The Wedding Galleria" Neeru's presents its signature store NEERU'S
EMPORIO, a luxurious 30,000 sq.ft. Of wedding bliss. Located in the most celebrated
Jubilee Hills – India’s answer to Paris’ Champs-Élysées, the store is a global destination for
Indian wear. Neeru's is always known for its advertising & branding activities. From past Ten
years Top Bollywood celebrities have been associated with the brand and currently the Star
Karisma Kapoor is the Brand Ambassador for Neeru's Emporio. This store is a revolution not
only in the Indian Ethnic Industry but also to Indian Retail Market. The plush interiors and
the International feel of the store with a great mix and choice of Products like- Lehengas,
Sarees, Silks, Suits, Mix & Match, Accessories, Mens Ethnic and Kids is par excellence. The
store is technologically advanced with "Ipads" as catalogues, Video walls, LED screens, LED
Lighting, Italian Marble Flooring, Intricate Store façade, creative Visual merchandising and a
lot more for a modern day customer. Neeru's apart from having presence in Indian cities like-
Hyderabad, Bangalore, Mumbai, Mysore, Pune, Vizag, Vijayawada, etc has future plans to
expand the brand presence in
other fashion hubs of South India and later covering PAN India at a gradual pace. Neeru's has
recently launched its sub-brands- "Neeru's Menz"(Ethnic mens wear), "Little Neeru's"(Kids
Ethnic Wear), "Yuva by Neeru's"(Fashion jewellery and accessories). Neeru's has plans to
expand in these sub-brands and have exclusive retail outlets with these categories PAN India.
Also in the pipeline are two formats one of them being Impulse/Express stores with
reasonable MRP’s majorly selling Tunics, Suits, Sarees, etc. The other format being Neeru's
ELITE, the
premium format of Neeru's, there are 2 stores already launched under this format and more
are yet to be executed. Franchise model will also be incorporated soon as a medium of
expansion by Neeru's.

• WESTSIDE: Trent is the retail arm of the Tata group. Started in 1998, Trent operates
Westside, one of the many growing retail chains in India based in Mumbai,
Maharashtra and Landmark, a bookstore chain with Brick and mortar stores in various
locations of India.

In 1998 Tata sold off their 50% stake in the cosmetic products company Lakmé to HLL for
Rs 200 Crore (approx. 45 million US$), and created Trent from the money it made through
the sale. All shareholders of Lakmé were given different shares in Trent. Simone Tata, the
chairperson of Lakmé, went on to head Trent. The reason behind the sale was that Simone
Tata saw a greater growth potential in retail, and believed that it would be much more
difficult for an Indian company to release new cosmetic products in a market that had opened
up to global companies. The company has a turnover of Rs. 357.6 crores (FY 2005-2006) and
currently operates more than 90 stores in the major metros and mini metros of India.

• The company has retail stores in 42 major Indian cities under the Westside brand.
• Trent also operates the hypermarket Star Bazaar in 8 Indian cities.
 • In Aug, 2005 Trent acquired a 76% controlling stake in Landmark, a Chennai-based
privately owned books and music retailer and completed 100% acquisition in April
2008. Landmark currently has 16 stores.

• LOUIS PHILIPPE:

Louis Philippe is a premier Indian brand of men's apparel. It is a brand of Madura Fashion
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%26_Lifestyle&action=edit&redlink=1"& HYPERLINK
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%26_Lifestyle&action=edit&redlink=1" Lifestyle,a division of the Aditya Birla Group. This
brand was started in 1989.It is one of the largest apparel brand in India as of 2013. The Label
is an online fashion and lifestyle magazine for men by Louis Philippe. The most visible
collections in the Louis Philippe portfolio include:

• LP ( all-occasion wear)
• LP FORMAL
• LUXURE (collection of premium wear)

• PETER ENGLAND:
Peter England is a menswear brand in India. It is part of Madura Fashion HYPERLINK
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%26_Lifestyle&action=edit&redlink=1" Lifestyle, a division of Aditya Birla Ltd. Peter
England established in Ireland and in 1997 it launched in India by Madura Fashion &
Lifestyle (then known as Madura Garments) in the mid-price shirt segment in 1997, the
company acquired the world rights for the brand in the year 2000. Peter England is the largest
menswear brand in India with over 5 million garments sold every year. First launched by
Madura Fashion & Lifestyle (then known as Madura Garments) in the mid-price shirt
segment in 1997, the company acquired the world rights for the brand in the year 2000. Peter
England has 643 stores and over 1600 multi-brand outlets in more than 300 towns and also
available at top online shopping sites. Peter England also offers a range of sub-premium
formals through its sub-brand Peter England Elite, meant for the young manager. Peter
England partners with the IPL team, Chennai Super Kings, as the official off-the-field apparel
sponsor A recent foray for Peter England has been in the world of club wear, called Peter
England Party. This line offers club wear
FOREIGN BRANDS IN CLOTHES

1.) NIKE:

Nike, Inc. is an American multinational corporation that is engaged in the design,

development, manufacturing and worldwide marketing and sales of footwear, apparel,
equipment, accessories and services. The company is headquartered near Beaverton, Oregon,
in the Portland metropolitan area. It is one of the world's largest suppliers of athletic shoes
and apparel and a major manufacturer of sports equipment, with revenue in excess of
US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more
than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it
the most valuable brand among sports businesses. The company was founded on January 25,
1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike,
Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory.
Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air
Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding,
and subsidiaries including Brand Jordan, Hurley International and Converse. Nike also
owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and previously
owned Cole Haan and Umbro. In addition to manufacturing sportswear and equipment, the
company operates retail stores under the Niketown name. Nike sponsors many high-profile
athletes and sports teams around the world, with the highly recognized trademarks of "Just
Do It" and the Swoosh logo.

2.) CALVIN KLEIN

Calvin Klein Inc. is an American fashion house founded by the fashion designer Calvin
Klein. The company is headquartered in Midtown Manhattan, New York City and is currently
owned by PVH. In 1968, Klein founded Calvin Klein Limited, a coat shop in the York Hotel
in New York City, with $10,000. The first Calvin Klein collection was a line of "youthful,
understated coats and dresses" featured at the New York City store Bonwit Teller. In
September 1969, Klein appeared on the cover of Vogue magazine. By 1971, Klein had added
sportswear, classic blazers, and lingerie to his women's collection. In 1973, he received his
first Coty American Fashion Critics' Award for his 74-piece womenswear collection - the
youngest recipient at that time. Klein won the award again in 1974 and 1975. By 1977,
annual revenues had increased to $30 million (equivalent to $119 million in 2017), and Klein
had licenses for scarves, shoes, belts, furs, sunglasses, and sheets. Klein and Schwartz were
making $4 million each. After the company signed licenses for cosmetics, jeans, and
menswear, Klein's annual retail volume was estimated at $100 million (equivalent to $395
million in 2017). In 1978, Klein claimed sales of 200,000 pairs of his famous jeans the first
week they were on the market. By 1981, Fortune figured Klein's annual income at $8.5
million a year. In the mid-1970s, he had created a designer-jeans craze by putting his name on
the back pocket. Klein's design assistant at the time, Jeffrey Banks, has claimed credit for the
logo garments, stating that he had the logo from a press folder silkscreened onto the sleeve of
a brown T-shirt as a present for Klein. The gift was assumed by Schwartz to be part of the
upcoming line, and similar logo shirts formed the uniform for the front-of-house staff at
Klein's next catwalk show, leading to buyer demand. In the late 1970s, the company also
made attempts to set up its own fragrance and cosmetics lines, but soon withdrew from the
market with big financial losses. In the 1980s, as the designer-jeans frenzy reached its all-
time high, Calvin Klein introduced a highly successful line of boxer shorts for women and a
men's underwear collection which would later gross $70 million in a single year. Calvin
Klein's underwear business, promoted later in the 1990s with giant billboards showing
images of pop singer Mark HYPERLINK "https://en.wikipedia.org/wiki/Mark_Wahlberg""
HYPERLINK "https://en.wikipedia.org/wiki/Mark_Wahlberg"Marky Mark HYPERLINK
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"https://en.wikipedia.org/wiki/Mark_Wahlberg" Wahlberg, became so successful that his
underpants became generally known as "Calvins

3.) GUESS:

Guess began in 1981 as a book of styles by Georges Marciano. Maurice, Georges brother,
was first sought by Georges to help with product development. Armand and Paul, also
Georges' brothers, were in charge of distribution and advertising, respectively. Armand ran
distribution. Paul created the advertising, all of it in-house. Georges designed the clothes,
burnishing Guess' signature style: stonewashed denim, lighter in color, softer and more form-
fitting than the competitors. This initial chain of command later led to the earlier break-up of
the brothers' cooperation with Georges selling his share of the Guess company to his other
brothers due to a disagreement in a choice of product distribution strategy. Georges wanted to
keep Guess in only the more exclusive stores, such as Bloomingdales. The remaining
brothers in the disagreement wanted a larger distribution in KMart. Georges hated the idea.
Different camps formed within the company, with each pledging allegiance to either Georges
or the other three. Georges eventually gave in and sold his stake to his brothers in 1993 for
$214.2 million. To finance the purchase, they had to borrow $210 million, and $105 million
was still outstanding three years later. To raise money, the brothers decided to take Guess
public. Paul was the only remaining brother to ultimately lead Guess on his own.

When Georges Marciano and his brothers were much younger, they opened a series of stores
in France under the name MGA before launching Guess in America in 1981, after Georges
Marciano first came to America in 1977. Their top seller: unisex jeans. Georges Marciano
and his brothers moved to Los Angeles to see if they could pull off a similar feat, borrowing a
mottled wash Georges had noticed on jeans in an Italian laundromat he had taken note of (at
the time, jeans styles were only sold in indigo blue or bleached).

The founder, Georges Marciano, and his brothers moved to Los Angeles in 1981 and opened
the first store in upscale Beverly Hills area. Armand and Paul joined Georges and his brother
in California. Georges came up with the company name after driving past a McDonald’s
billboard asking drivers to "guess" which eatery had the biggest cheeseburger. Maurice
Marciano said, “Georges came home and said, ‘I think I found our name. Guess. Maurice
Marciano tossed up ideas until he got exasperated, and finally his brother, Georges, clarified
himself. The Guess name was born. Guess, with its red triangle patch, stonewashed denim
and signature zipper sliding up each ankle, was officially launched in late 1981 and proved an
immediate hit. In just one year, sales through Bloomingdale’s and Guess’s Beverly Hills store
hit $6 million. Guess soon began advertising, and in 1985, introduced their iconic black-and-
white ads. The ads have won numerous Clio Awards. Their fashion models have included a
number of supermodels, many of whom, such as Claudia Schiffer, Anna Nicole Smith, Eva
Herzigova, Valeria Mazza, Kate Upton, Julia Lescova, and Laetitia Casta, first achieved
prominence via these ad campaigns. In the 1985 Robert Zemeckis movie, Back to the Future,
Marty McFly (Michael J Fox) wore distinctive Guess denim clothing, which was reportedly
designed specifically for the film. The Guess emblem with the famous question mark in the
center. During the 1980s, Guess was one of the most popular brands of denim jeans. The
company was one of the first companies to create designer jeans. While the first jeans were
for women, a men's line debuted in 1983. In 1984, Guess introduced its new line of watches
known as "Guess", "Guess Steel", and the "Guess Collection". The watch line is still in
existence today (although under different product lines) and has been joined by a number of
other accessory sidelines. In 1984, they also introduced a line of baby's clothes, called "Baby
Guess". The line is now incorporated with clothing for toddlers and kids called GUESS kids.
4.) FRENCH CONNECTION:

French Connection is a UK-based global retailer and wholesaler of fashion clothing,

accessories and homeware. Founded in the early 1970s by Stephen Marks, who remains chief
executive, it is based in London and its parent French Connection Group PLC is listed on the
London Stock Exchange. French Connection distributes its clothing and accessories through
its own stores in the UK, US and Canada and through franchise and wholesale arrangements
globally. The company became notorious for the use of the "fcuk" initialism in its advertising
campaigns in the early 2000s. Stephen Marks, who started out in business in 1969 as the
Stephen Marks brand, established French Connection in 1972 – a year after the film of the
same name was released. Initially designed as a mid-market women's brand, he has said the
name came about because he managed to acquire a large shipment of Indian cheesecloth
shirts – via a French contact – that could be resold in the UK at a large profit. The business
expanded into menswear in 1976. In 1978, Nicole Farhi joined French Connection as a
designer. In 1983, her eponymous higher-end label was launched by the French Connection
parent group and this was not sold until 2010. After Marks floated the French Connection
brand on the London Stock Exchange in 1984, he was listed as the 15th richest man in
Britain, but by the late 1980s the company was in trouble. He took control of the direction of
French Connection again in 1991.
5.) PUMA

PUMA SE, branded as PUMA, is a German multinational company that designs and
manufactures athletic and casual footwear, apparel and accessories, headquartered in
Herzogenaurach, Germany. The company was founded in 1948 by Rudolf Dassler. In 1924,
Rudolf and his brother Adolf Dassler had jointly formed the company Gebrüder Dassler
Schuhfabrik. The relationship between the two brothers deteriorated until the two agreed to
split in 1948, forming two separate entities, Adidas and PUMA. Both companies are currently
based in Herzogenaurach, Germany. PUMA has been a public company since 1986, listed at
the Frankfurt Stock Exchange. Since 2007 PUMA has been part of French group Kering
(formerly known as Pinault-Printemps-Redoute or PPR). Since 1 July 2013, the company has
been led by former football professional Bjørn Gulden (CEO). As of 2016, PUMA SE
employs more than 10,000 people worldwide and distributes its products in more than 120
countries. Following the split from his brother, Rudolf Dassler originally registered the new-
established company as Ruda, but later changed the name to PUMA. PUMA's earliest logo
consisted of a square and beast jumping through a D, which was registered, along with the
company's name, in 1948. PUMA's shoe and clothing designs feature the PUMA logo and the
distinctive "Formstrip" which was introduced in 1958.
6.) TOMMY HILFIGER:

Tommy" Hilfiger (born March 24, 1951) is an American fashion designer best known for
founding the lifestyle brand Tommy Hilfiger Corporation in 1985. After starting his career by
co-founding a chain of clothing and record stores in upstate New York in the 1970s, he began
designing preppy sportswear for his own eponymous menswear line in the 1980s. The
company later expanded into women's clothing and various luxury items such as perfumes,
and went public in 1992. In 1997 Hilfiger published his first book, titled All American: A
Style Book, and he has written several since, including Tommy Hilfiger through Assouline in
2010. Hilfiger's memoirs American Dreamer, co-written with Peter Knobler, were published
November 1, 2016.

Hilfiger's collections are often influenced by the fashion of music subcultures and marketed
in connection with the music industry, with celebrities such as American R HYPERLINK
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%26B"B icon Aaliyah in the 1990s. In 2005, contestants in the CBS reality show The Cut
competed for a design job with Hilfiger in a similar fashion to The Apprentice. In 2006,
Hilfiger sold his company for $1.6 billion to Apax Partners, and it was sold again in 2010 to
Phillips-Van Heusen for $3 billion. He remains the company’s principal designer, leading the
design teams and overseeing the entire creative process. In 2012 Hilfiger was awarded the
Geoffrey Beene Lifetime Achievement Award from the Council of Fashion Designers of
America

7) ADIDAS:

Adidas AG (German pronunciation: [ˈadiˌdas]) (stylized as ɑdidɑs) is a German

multinational corporation, headquartered in Herzogenaurach, Germany, that designs and
manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in
Europe and the second biggest in the world.

It is the holding company for the Adidas Group, which consists of the Reebok sportswear
company, TaylorMade-Adidas golf company (including Ashworth), 9.1% of FC Bayern
Munich and Runtastic, an Austrian fitness technology company. Adidas revenue for 2012 was
listed at €14.88 billion.

Adidas was registered on 18 August 1949 by Adolf Dassler, following a family feud at the
Gebrüder Dassler Schuhfabrik company between him and his older brother Rudolf. Rudolf
had earlier established Puma, which quickly became the business rival of Adidas and is also
headquartered in Herzogenaurach. The company's clothing and shoe designs typically feature
three parallel bars, and the same motif is incorporated into Adidas's current official logo. The
brand name is uncapitalized, with a lower case "a

• MANGO

Punto Fa, S.L., trading as MANGO, is a clothing design and manufacturing company,
founded in Barcelona, Catalonia (Spain) by brothers Isak Andic and Nahman Andic Mango is
a women's clothing line only. Mango's first website was created in 1995 and in year 2000, it
opened its first online store. H. E. by Mango is a men's line created in 2008, and renamed
Mango Man in 2014. Football legend Zinedine Zidane has become the new face of the
Mango Man campaign. Mango has over 8,600 employees, 1,850 of whom work at the Hangar
Design Centre and at its Headquarters in Palau Solità i Plegamans (Barcelona). Despite being
a Spanish clothing company, and having the most stores in Spain, with a large proportion in
Madrid, the city of Istanbul, Turkey, is the one with the largest amount of Mango stores.
From Fall 2011, Kate Moss was Mango's muse. She first appeared in a video featuring Terry
Richardson who shot the whole campaign and directed the commercial. Moss was replaced
by Australian model Miranda Kerr. In April 2011, Letizia, Princess of Asturias visited the
company headquarters wearing a Mango outfit. At the end of 2014, Mango has closed with a
group turnover for the Mango MNG Holding of 2.154 billion dollars (2.017 billion euros).

IDENTIFIED PROBLEM
This is a study on branded and non-branded clothes. This is a comparative study between
branded and unbranded clothes. This study tries to understand the consumers’ preferences
towards branded and unbranded clothes. It also tries to understand the preference of the
consumers towards Indian Brands and Foreign Brands in clothes.
 CHAPTER-IV

DATA ANALYSIS
 DATA ANALYSIS & INTERPRETATION

TABLE 1: TABLE SHOWING THE GENDER OF THE

RESPONDENTS

GENDER NUMBER PERCENTAGE

MALE 38 38%
FEMALE 62 62%
Total 100 100%

CHART 1: CHART SHOWING THE GENDER OF THE

RESPONDENTS

INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 38% are males and
62% are females

TABLE 2: TABLE SHOWING THE AGE OF THE RESPONDENTS

 AGE RESPONDENTS PERCENTAGE
BELOW 15 YEARS 0 0%
15-30YEARS 63 63%
30-40 YEARS 26 26%
ABOVE 45 YEARS 11 11%
TOTAL 100 100%

CHART 2: CHART SHOWING THE AGE OF THE RESPONDENTS

INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 0%, Below 15
years, 63% are 15-30 years, 26% are 30-40 years,11% are above 45years

TABLE 3: TABLE SHOWING EDUCATIONAL QUALIFICATIONS OF

THE RESPONDENTS
EDUCATIONAL NUMBER PERCENTAGE
QUALIFICATIONS
SSC 15 15%
INTERMEDIATE 17 17%
GRADUATE 33 33%
POST GRADUATE 27 27%
PH.D 1 1%
OHER 7 7%
TOTAL 100 100%

CHART 3: CHART SHOWING EDUCATIONAL QUALIFICATIONS OF

THE RESPONDENTS

INTERPRETATION: From the above table and chart, it is observed that out of 100
respondents,15% are ssc,17% are intermediate, 33% are graduate,27% are post graduate,1%
are PhD , 7% are others .

TABLE 4: TABLE SHOWING THE OCCUPATION OF THE

RESPONDENTS

OCCUPATION NUMBER PERCENTAGE

STUDENT 44 44%
EMPLOYEE 24 24%
BUSINESSMEN 9 9%
HOUSEWIFE 17 17%
OTHERS 6 6%
 TOTAL 100 100%

CHART 4: CHART SHOWING OCCUPATION OF THE RESPONDENTS

INTERPRETATION: From the above table and chart, it is observed that out of 100
respondents, 44% are students, 24% are employee, 9% are businessmen, 17% are housewife,
6% are others.

TABLE 5: TABLE SHOWING THE INCOME OF THE RESPONDENTS

INCOME NUMBER PERCENTAGE

LESS THEN RS.10,000 22 22%
RS.10,000-RS25,000 22 22%
RS.25000-RS.50000 7 7%
MORE THAN 50000 4 4%
NO INCOME 45 45%
TOTAL 100 100%

CHART 5: CHART SHOWING THE INCOME OF THE RESPONDENTS

INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents,22% are less
thenRS.10000,22% are RS.10000-RS.25000,7% are RS.25000-RS.50000,4% are more than
50000,45% are no income.

TABLE 6: TABLE SHOWING PERCENTAGE OF INCOME SPENT ON

CLOTHES

% OF INCOME YOU NUMBER PERCENTAGE

SPEND ON CLOTHES

LESS THEN 10% 21 21%

10%-20% 42 42%
20%-30% 20 20%
MORE THAN 30% 17 17%
TOTAL 100 100%
 CHART 6: CHART SHOWING PERCENTAGE OF INCOME SPENT
ON CLOTHES

INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 21% are less
than 10%, 42% are 10%-20%, 20% are 20%-30%, 17% are more than 30%.

TABLE 7: TABLE SHOWING THE TYPE OF CLOTHES

RESPONDENTS PREFER

TYPE OF CLOTHES NUMBER PERCENTAGE

BRANDED 36 36%
NON BRANDED 7 7%
BOTH 57 57%
TOTAL 100 100%

CHART 7: CHART SHOWING THE TYPE OF CLOTHES

RESPONDENTS PREFER
INTERPRETATION :

From the above table and chart, it is observed that out of 100 respondents, 36% are
branded, 7% are non branded, 57% are both.

TABLE 8: TABLE SHOWING REASONS FOR PREFERING BRANDED

CLOTHES

REASONS FOR NUMBER PERCENTAGE

PREFERING BRANDED
CLOTHES

DURABILITY 16 15%
QUALITY 80 76%
STATUS 6 6%
OTHER 3 3%
TOTAL 105 100%

CHART 8: CHART SHOWING REASONS FOR PREFERING

BRANDED CLOTHES
INTERPRETATION: From the above table and chart, it is observed that out of 100
respondents, 15% are durability, 76% are quality, 6% are status,3% are other reasons.

TABLE 9: TABLE SHOWING REASONS FOR PREFERING NON-

BRANDED CLOTHES

PARTICULARS NUMBER PERCENTAGE

LOW PRICE 7 7%
FITS IN MY BUDGET 35 35%
I DO NOT LIKE SPENDING 45 45%
MUCH ON EXPENSIVE
CLOTHING
I CAN BUY MORE 8 8%
OTHER REASONS 5 5%
TOTAL 100 100%

CHART 9: CHART SHOWING REASONS FOR PREFERING NON

BRANDED CLOTHES
INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents,7% are low
price, 35% are fits in my budget,45% are i do not like spending much on expensive clothing,
8% are i can buy more,5% are other reasons

TABLE 10: TABLE SHOWING PRICE RANGE PREFERED IN

BRANDED CLOTHES

PRICE RANGE PREFER IN BRANDED NUMBER PERCENTAGE

CLOTHES
LESS THEN RS.1000 22 22%
RS.1000-5000 63 63%
RS.5000-10000 15 15%
ABOVE RS.10000 0 0%
Total 100 100%

CHART 10: CHART SHOWING PRICE RANGE PREFERED IN

BRANDED CLOTHES
INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 22% are less
than RS.1000, 63% are RS.1000-5000,15% are 5000-10000,0% is above 10000.

TABLE 11: TABLE SHOWING PRICE RANGE PREFERED IN NON –

BRANDED CLOTHES
PRICE RANGE PREFER NUMBER PERCENTAGE
IN NON –BRANDED
CLOTHES
LESS THEN RS.500 39 39%
RS.500-1000 26 26%
RS.1000-1500 30 30%
ABOVE RS.1500 5 5%
TOTAL 100 100%

CHART 11: CHART SHOWING PRICE RANGE PREFERED IN NON –

BRANDED CLOTHES
INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 39% are less
than RS.500, 26% are RS. 500-1000, 30% are RS.1000-1500 and 5% are above RS.1500

TABLE 12: TABLE SHOWING TYPE OF BRAND PREFERED

WHICH BRANDS NUMBER PERCENTAGE

PREFER

INDIAN BRANDS 52 52%

FOREIGN BRANDS 3 3%
BOTH 45 45%
TOTAL 100 100%

CHART 12: CHART SHOWING TYPE OF BRAND PREFERED

INTERPRETATION :

From the above table and chart, it is observed that out of 100 respondents, 52% are Indian
brands, 3% are foreign brands, 45% are both.

TABLE 13: TABLE SHOWING TYPE OF THE INDIAN BRANDS

PREFERED

WHICH INDIAN NUMBER PERCENTAGE

BRANDS PREFER

ALLEN SOLLY 4 4%
BOMBAY DYEING 15 14%
RAYMOND GROUP 25 23%
NEERU’S 12 11%
WESTSIDE 3 3%
LOUIS PHILIPPE 3 3%
PETER ENGLAND 9 8%
 ALL OF THE ABOVE 14 13%
NONE OF THE ABOVE 17 16%
ANY OTHER 5 5%
TOTAL 107 100%

CHART 13: CHART SHOWING TYPE OF THE INDIAN BRANDS

PREFERED

INTERPRETATION:
From the above table and chart, it is observed that out of 100 respondents, 4% are allen
solly,14% are Bombay dyeing, 23% are Raymond group11% are neeru’s, 3% are Westside,
3%are Louis philippe,8% are peter England13% are all of the above,16% none of the above,
5%are any other.

TABLE 14: TABLE SHOWING TYPE OF THE FOREIGN BRANDS

PREFERED

WHICH FOREIGN NUMBER PERCENTAGE

BRANDS PREFER

NIKE 8 8%
CALVIN KLEIN 9 9%
GUESS 2 2%
FRENCH CONNECTION 2 2%
PUMA 20 19%
TOMMY HILIFIGER 3 3%
ADIDAS 12 12%
MANGO 3 3%
ALL OF THE ABOVE 15 15%
NONE OF THE ABOVE 27 26%
 ANY OTHER 1 1%
TOTAL 102 100%

CHART 14: CHART SHOWING TYPE OF THE FOREIGN BRANDS

PREFERED

INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 8% are nike,
9% are calvinklen, 2% are guess, 2% are French connection, 19% are puma,3% are tommy
hilifiger, 12% are adidas, 3% are mango,15% are all of the above, 26% are none of the above,
1% are anyorther.

TABLE 15: TABLE SHOWING THE SOURCE OF INSPIRATION

WHEN BUYING CLOTHES
SOURCE OF NUMBER PERCENTAGE
INSPIRATION WHEN
BUYING CLOTHES
PARENTS 33 32
FRIENDS 37 36
COLLEAGUES 10 10
CELEBRITIES 5 5
OTHER 17 17
TOTAL 102 100
CHART 15: CHART SHOWING THE SOURCE OF INSPIRATION
WHEN BUYING CLOTHES
INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 32% are
parents, 36% are friends, 10% are colleagues, 5% are celebrities, 17% are others.

TABLE 16: TABLE SHOWING LOYALTY TO THE BRANDS THAT

RESPONDENTS USE

LOYAL TO THE BRAND NUMBER PERCENTAGE

THAT YOU USE

YES 80 80%

NO 20 20%

TOTAL 100 100%

CHART 16: CHART SHOWING LOYALTY TO THE BRANDS THAT

RESPONDENTS USE
INTERPETATION:

From the above table and chart, it is observed that out of 100 respondents, 80% are yes,
20% are no.

TABLE 17: TABLE SHOWING EXPERIMENT WITH DIFFERENT

BRANDS BY THE RESPONDENTS

EXPERIMENT WITH NUMBER PERCENTAGE

DIFFERENT BRANDS

YES 27 27%

NO 13 13%

SOMETIMES 60 60%

TOTAL 100 100%

CHART 17: CHART SHOWING EXPERIMENT WITH DIFFERENT

BRANDS BY THE RESPONDENTS
INTERPETATION:

From the above table and chart, it is observed that out of 100 respondents, 27% are yes,
13% are no, 60% are sometimes.

TABLE18: TABLE SHOWING IF THE RESPONDENTS CHOOSE THE

SAME PRODUCT IF THE PRICE INCREASES

SAME PRODUCT IF THEIR NUMBER PERCENTAGE

PRICE INCREASES

UP TO A CERTAIN LIMIT IN 56 56%

PRICE INCREASE

YES IRRESPECTIVE OF THE 11 11%

PRICE INCREASE

NO I MAY LOOK FOR 33 33%

DIFFERENT PRODUCTS

TOTAL 100 100%

CHART 18: CHART SHOWING IF THE RESPONDENTS CHOOSE

THE SAME PRODUCT IF THE PRICE INCREASES
INTERPRETATION:
From the above table and chart, it is observed that out of 100 respondents, 56% are up to a
certain limit in price increase, 11% are yes irrespective of the price increase,33% are no i
may look for different products.

TABLE 19: TABLE SHOWING FACTORS THAT HELP BUILD A GOOD

BRAND IMAGE
WHICH TO HELPS NUMBER PERCENTAGE
BUILD A GOOD BRAND
IMAGE
QUALITY 68 66%
COMMUNICATION 10 10%
STRATEGIES
GOOD VALUE ADDED 22 21%
SERVICES
FREE GIFTS AND 3 3%
DISCOUNTS
OTHER 0 0%
TOTAL 103 100%
CHART 19: CHART SHOWING FACTORS THAT HELP BUILD A
GOOD BRAND IMAGE
INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 66% are
quality, 10% are communication strategies, 21% are good value added services,3% free gifts
and discount, 0% is others.

TABLE 20: TABLE SHOWING OPINION OF THE RESPONDENTS ON

INVESTMENT IN POPULAR CELEBRITIES AS GOOD’S BRAND
AMBASSADORS A GOOD STRATEGY

GOOD BRAND NUMBER PERCENTAGE

AMBASSADORS
YES 20 20%
NO 20 20%
MAY BE 60 60%
TOTAL 100 100%
CHART 20: CHART SHOWING OPINION OF THE RESPONDENTS ON
INVESTMENT IN POPULAR CELEBRITIES AS GOOD’S BRAND
AMBASSADORS A GOOD STRATEGY
INTERPRETATION: From the above table and chart, it is observed that out of 100
respondents, 20% are yes, 20% are no, 60% are maybe.

TABLE 21: TABLE SHOWING PLACES OF BRANDED CLOTHES

PLACES OF BRANDED NUMBER PERCENTAGE

CLOTHES

FACTORY OUTLETS 6 6%

BRAND SHOW ROOM 31 31%

/STORES

SHOPING MALL 60 60%

ONLINE SHOPING 3 3%

OTHER 2 2%

TOTAL 100 100%

 CHART 21: CHART SHOWING PLACES OF BRANDED CLOTHES

INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 6% are factory
outlets, 31% are brand show room/ stores,60% are shopping mall, 3% are online shopping,
2% are other.

TABLE 22: TABLE SHOWING PLACES OF NON BRANDED

CLOTHES
PLACES OF NON- NUMBER PERCENTAGE
BRANDED CLOTHES
RETAIL SHOPS 45 45%
WHOLESALE SHOPS 37 37%
FRIENDS AND 11 11%
RELATIVES WHO DO
BUSINESS IN CLOTHES
OTHER 7 7%

TOTAL 100 100%

 CHART 22: CHART SHOWING PLACES OF NON BRANDED
CLOTHES

INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 45% are retail
shops,37% are wholesale shops, 11% are friends and relatives who do business in clothes, 7%
are other.

TABLE 23: TABLE SHOWING PREFERENCE WHEN VISITING A

SHOP FOR BUYING CLOTHES

PREFERENCE WHEN RESPONDENTS PERCENTAGE

VISITING SHOP FOR
BUYLNG CLOTHES

I GO DIRECTLY TO A 28 28%
PARTICULAR SHOP

I CHECK IN VARIOUS 67 67%

SHOPS

I BUY ONLINE 5 5%

TOTAL 100 100%

 CHART 23: CHART SHOWING PREFERENCE WHEN VISITING A
SHOP FOR BUYING CLOTHES

INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 28% are i go
directly to a particular shop, 67% are check in various shops, 5% are i buy online.

TABLE 24: TABLE SHOWING HOW OFTEN DO YOU BUY CLOTHES

HOW OFTEN DO YOU BUY NUMBER PERCENTAGE

CLOTHES
ONCE A WEEK 0 0%
ONCE EVERY 2 WEEKS 1 1%
ONCE AMONTH 10 10%
DURING THE FESTIVAL OFFERS 20 20%
DURING THE SALES PERIOD 13 13%
AS THE NEED ARISES 32 32%

OCCASIONALLY 19 19%
RARELY 5 5%
TOTAL 100 100%
CHART 24: CHART SHOWING HOW OFTEN DO YOU BUY
CLOTHES
INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 0% are once a
week, 1% are once every 2 weeks,10 % are once a month, 20% are during the festival offers,
13% are during the sales period,32 % are as they need arises,19 % are oocasionally,5 % are
rarely

TABLE 25: TABLE SHOWING SATISFACTION WITH THE BRANDED

CLOTHES YOU BUY

SATISFACTION - NUMBER PERCENTAGE

BRANDED CLOTHES
YOU BUY

YES 95 95%

NO 5 5%

TOTAL 100 100%

CHART 25: CHART SHOWING SATISFIED WITH THE BRANDED

CLOTHES YOU BUY
INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 95% are yes,5%
are no.

TABLE 26: TABLE SHOWING SATISFACTION WITH THE NON –

BRANDED CLOTHES YOU BUY

SATISFIED NON NUMBER PERCENTAGE

BRANDED CLOTHES
YOU BUY

YES 61 61%

NO 39 39%

TOTAL 100 100%

CHART 26: CHART SHOWING SATISFACTION WITH THE NON – BRANDED

CLOTHES YOU BUY
INTERPRETATION:

From the above table and chart, it is observed that out of 100 respondents, 61% are yes,
39% are no.

TABLE 27: TABLE SHOWING RESPONDENTS OPINION ON “DO

YOU FEEL THAT THE BRANDED OR NON BRANDED CLOTHES
HAVE AN IMPACT ON ONE’S IMAGE”
BRANDED OR NON – NUMBER PERCENTAGE
BRANDED CLOTHES
HAVE ON ONE”S IMAGE
YES, ON PERSONAL 29 29%
IMAGE
YES,ON PROFESSIONAL 23 23%
IMAGE
YES, ON BOTH THE 33 33%
ABOVE
NO,IT DOES NOT HAVE 16 16%
AN IMPACT
TOTAL 100 100%

CHART 27: CHART SHOWING RESPONDENTS OPINION ON “DO

YOU FEEL THAT THE BRANDED OR NON BRANDED CLOTHES
HAVE AN IMPACT ON ONE’S IMAGE”
INTERPRETATION

From the above table and chart, it is observed that out of 100 respondents, yes on personal
image, 23% yes, on professional image, 33% are yes, on both the above, 16% are no,it does
not have an impact.

CHI-SQUARE TEST

TEST -1

ASSOSIATION BETWEEN AGE GROUP OF RESPONDENTS AND

TYPE OF CLOTHS THEY PREFERED

PARTICULARS BRANDED NON- BOTH TOTAL

BRANDED
Below 15years 0 0 0 0
15-30years 29 2 33 64
30-45years 5 3 18 26
Above 45 years 3 3 4 10
Total 37 8 55 100

The following are the steps for calculation of Chi-square test:

STEP-1 CONSTRUCTION OF HYPOTHESIS:

NULL HYPOTHESIS (H0): There is no significant difference between the age and the type
of clothes they prefer

ALTERNATE HYPOTHESIS (H1): There is a significant difference between the age and
the type of clothes they prefer

STEP-2 LEVEL OF SIGNIFICANCE:

Level of significance =5, Degree of freedom=n-1= 6-1=5(11.1)

STEP-3 TEST STATISTIC:

CHI-SQUARE () = ∑ (O-E) 2 /E

STEP-4 CALCULATION:

OBSERVED EXPECTED (O-E) (O-E)2 (O-E)2/E

VALUES(O) VALUES(E)
29 24 5 25 1.041
5 10 -6 36 2.571
3 4
2 5
3 2
0 0 0
3 1
64 35 29 841 24.028
26 14 12 144 10.285
10 6 4 16 2.666
TOTAL) 40.591

STEP-5 CONCLUSION:

DECISION: calculated value 40.591 is less than table value 11.1 for5% level of significance
and 5 degrees of freedom .Therefore accept Alternative hypothesis. There is a significant
difference between the age and the type of clothes they prefer.
TEST -2:

ASSOCIAION BETWEEN OCCUPATION OF RESPONDENTS AND TYPE OF CLOTHS

THEY PREFERED

PARTICULARS Branded Non-branded Both Total

Student 18 1 27 46
Employee 12 1 11 24
Business 2 1 6 9
Housewife 3 3 9 15
Other 2 2 2 6
TOTAL 37 8 53 100

The following are the steps for calculation of Chi-square test:

STEP-1 CONSTRUCTION OF HYPOTHESIS:

NULL HYPOTHESIS (H0): There is no significant difference between occupation and the
type of clothes prefer

ALTERNATE HYPOTHESIS (H1): There is a significant difference between occupation

and the type of clothes prefer

STEP-2 LEVEL OF SIGNIFICANCE:

Level of significance =5, Degree of freedom=n-1= 8-1=7 (14.1)

STEP-3 TEST STATISTIC:

CHI-SQUARE () = ∑ (O-E) 2 /E

STEP-4 CALCULATION:

O E O-E (O-E)2 (O-E)2/E

18 17 1 1 0.058
12 9 3 9 1
2 3 -4 16 0.777
3 6
2 2 -4 16 0.777
1 4
1 2
3 1 3.52 12.390 8.371
2 0.48
27 24 3 9 0.375
11 13 -1 1 0.055
6 5
9 8 0 0 0
2 3
Total 11.413

STEP-5 CONCLUSION:

DECISION: calculated value 11.413 is more than table value (14.1) for 5% level of
significance and 7 degrees of freedom. Therefore accept null hypothesis i.e. There is no
significant difference between occupation and the type of clothes prefer.
CHAPTER-V

FINDING

SUGGESTION

CONCLUSION
SUMMARY OF FINDINGS:

• It is observed that out of the 100 respondents the highest percentage of respondents
are females that is 62%.
• It is observed that out of the 100 respondents the highest percentage of respondents
fall the category of 15-30 years that is 63%.
• It is observed that out of the 100 respondents the highest percentages of respondents
are graduate that is 33%.
• It is concluded that out of the 100 respondents the highest percentage of respondents
are student that is 44%.
• It is observed that out of the 100 respondents the highest percentage of respondents
are no income that is 45%.
• It is concluded that out of the 100 respondents the highest percentage of respondents
are 10%-20% that is 42%.
• It is observed that out of the 100 respondents the highest percentages of respondents
are both that is 57%. Lowest percentage of respondents are non-branded that is 7%.
• It is observed that out of the 100 respondents the highest percentage of respondents
are quality that is 76%.
• It is observed that out of the 100 respondents the highest percentage of respondents
are do not like spending much on expensive clothing that is 45%.
• It is observed that out of the 100 respondents the lowest percentages of respondents
are above 10000 that is 0%.
• It is observed that out of the 100 respondents the highest percentage of respondents
are less thanRS.500 that is 39%.
• It is observed that out of the 100 respondents the lowest percentage of respondents are
foreign brands that is 3%.
• It is observed that out of the 100 respondents the highest percentage of respondents
choose Raymond group that is 23%.
• It is observed that out of the 100 respondents none of the respondents prefer the
foreign brands which are been mentioned.
• It is observed that out of the 100 respondents the highest percentage of respondents
are friends that is 36%.
• It is observed that out of the 100 respondents the highest percentages of respondents
are loyal to the brands that they use that is 80%.
• It is observed that out of the 100 respondents, the 13% of the respondents do not
experiment with different brands.
• It is observed that out of the 100 respondents the highest percentage of respondents
stick upto to a certain limit in price increase that is 56%.
• It is concluded that out of the 100 respondents the highest percentage of respondents
says quality builds a good brand image, which is 66%.
• It is observed that out of the 100 respondents the highest percentage of respondents
say that the popular celebrities may be good brand ambassadors, that is 60%.
• It is concluded that out of the 100 respondents the highest percentage of respondents
buy branded clothes from shopping malls that is 60%.
• It is observed that out of the 100 respondents the highest percentage of respondents
buy non-branded clothes from retail shops, that is 45%.
• It is observed that out of the 100 respondents, 5% of the respondents only buy online.
• It is observed that out of the 100 respondents the highest percentage of respondents
say that they buy clothes as the need arises (32%).
• It is observed that out of the 100 respondents the highest percentage of respondents
are satisfied with the branded clothes they buy (95%)
• It is observed that out of the 100 respondents 61% of the respondents say that they are
satisfied with the non-branded clothes.
• It is observed that out of the 100 respondents the highest percentage of respondents
say the branded and noon-branded clothes have an impact on one’s image (33%).
SUGGESTIONS:

• Awareness about the branded and non branded clothes to consumer’s.

• There should be a reasonable cost for the clothes.
• Affordable cost must be there to middle class people.
• Foreign brands are high in range than the Indian brands.
• Quality of the clothes increases the image of the brand.
• Direct purchasing is better than the online purchasing.
• Different type of clothes must be introduced.
• Most of the consumers preferring only Indian brands.
CONCLUSION:

From the study it can be concluded that the consumers of branded and non branded
clothes are increasing in day to day life. Most of the consumers doesn’t prefer non branded
because of quality of the clothes. 57% of the consumers prefer branded clothes for quality
and life period of cloth will remain long time. For branded clothes like Allen Solly, Raymond,
Neeru’s, Peter England etc., consumers are spending less than Rs.10000 and for non branded
clothes
 REFERENCES

Magazines:

• Femina
• Savvy
• Harper’s Bazaar
• Women’s Era

Websites:

• https://www.scribd.com/doc/23683990/Introduction
• https://www.habboxforum.com/showthread.php?t=684424
 QUESTIONNAIRE

I, MD NASER KHAN , student of indian institute of Management & Commerce - PG Centre, am

presently doing a project on “A Study on Consumers' Preference Towards Branded and Non-
Branded Clothes” as a part of my M.Com course. I request you to kindly fill the questionnaire
below. I assure you that the data generated shall be kept confidential.

• Name:
• Gender: a) Male b) Female
• Age: a) Below15 years b) 15 – 30 years c) 30 – 45 years d) Above 45 years
4. Educational Qualifications: a) SSC b) Intermediate c) Graduate d) Post Graduate
e) Ph.D f) Other (Please Specify: ______________)
5. Occupation: a) Student b) Employee c) Business d) Housewife
e) Other (Please Specify :______________)
6. Monthly Income: a) Less than Rs.10,000 b) Rs.10,000-Rs.25,000 c) Rs.25,000-Rs.50000
d) More than Rs.50,000 e) No Income
7. What percentage of your income do you spend on clothes?
a) Less than10% b) 10% - 20% c) 20% - 30% d) More than 30%
8. Which type of clothes do you prefer?
a) Branded b) Non-branded c) Both
9. What are the reasons for preferring branded clothes?
a) Durability b) Quality c) Status d) Other reasons (Please specify: ___________)
10. What are the reasons for preferring non branded clothes?
a) Low price b) Fits in my budget c) I do not like spending much on expensive clothing
d) I can buy more e) Other reasons (Please Specify: _______________)
11. What price range do you prefer in branded clothes?
a) Less than Rs. 1000 b) Rs.1000-5000 c) Rs.5000-10000 d) Above Rs.10000
12. What price range do you prefer in non-branded clothes?
a) Less than Rs.500 b) Rs. 500 - 1000 c) Rs.1000 - 1500 d) Above Rs. 1500
13. Which brands do you prefer?
a) Indian Brands b) Foreign Brands c) Both

14. Which of the Indian brands do you prefer?

 a) Allen Solly b) Bombay Dyeing c) Raymond Group d) Neeru’s e) Westside
f) Louis philippe g) Peter England h) All of the above i) None of the above
j) Any Other (Please Specify:__________________)

15. Which one of the foreign brands do you prefer?

a) Nike b) Calvin Klein c) Guess d) French Connection e) Puma
f) Tommy Hilfiger g) Adidas h) Mango i) All of the above j) None of the above
k) Any Other (Please Specify :__________________)
16. Which of the following is your source of inspiration when buying clothes?
a) Parents b) Friends c) Colleagues d) Celebrities e) Other ( _____________)

17. Are you loyal to the brands that you use?

a) Yes b) No
18. Do you experiment with different brands?
a) Yes b) No c) Sometimes
19. Would you stick to the same product if their price increases?
a) Up to a certain limit in price increase
b) Yes, irrespective of the price increase
c) No I may look for different products
20. Which of the following according to you helps build a good brand image?
a) Quality b) Communication strategies c) Good value added services
d) Free gifts and discounts f) Other (Please Specify: ____________________)
21. Are popular celebrities good brand ambassadors and are investing in them a good strategy?
a) Yes b) No c) May be
22. From where do you usually buy branded clothes?
a) Factory Outlets b) Brands Show rooms /Stores c) Shopping Malls
d) Online Shopping e) Other (Please Specify : _____________)
23. From where do you usually buy non-branded clothes?
a) Retail shops b) Wholesale shops c) Friends and relatives who do business in clothes
d) Other (Please Specify : _____________)
24. What is your preference when visiting a shop for buying clothes?
a) I go directly to a particular shop. b) I check in various shops.
c) I buy online.
25. How often do you buy your clothes?
a) Once a week b) Once every 2 weeks c) Once a month
d) During the festival offers e) During the sales period f) As the need arises
 g) Occasionally i) Rarely
26. Are you satisfied with the branded clothes you buy?
a) Yes b) No

27. Are you satisfied with the non-branded clothes you buy?
a) Yes b) No
28. Do you feel that the branded or non-branded clothes have an impact on one’s image?
a) Yes, on personal image b) Yes, on professional image
c) Yes, on both the above d) No, it does not have an impact

29. Any Suggestions:

__________________________________________________________________________________
__________________________________________________________________________________
____
Thank You