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DISSERTATION PROJECT
ON
APPAREL BUYING BEHAVIOUR OF YOUTH
(Conducted for Global Clothing Pvt LTD)

Submitted in partial fulfillment of the requirement for MBA

Degree of Bangalore University
Submitted by

SENDIL KUMAR.D
Register Number

03XQCM6090

M.P.Birla Institute of Management

Associate Bharatiya Vidya Bhavan
Bangalore-560001
2003-2005

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D E C L A R A T IO N


I hereby declare that the report titled $33$5(/
%8<,1* %(+$9,285 2) <287+

 

prepared under the

guidance of Dr.N.S.VISHWANATH in partial fulfillment, of the

requirement of MBA degree of Bangalore University, and is
my original work.
This project does not form a part of any report submitted for
degree or diploma of Bangalore University or any other
university.

Place: Bangalore
Date: 15.06.2005

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SENDIL KUMAR.D

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P R IN C IP A L C E R T IF IC A T E

This is to certify that Mr. SENDIL KUMAR.D, bearing registration

No: 03XQCM6090 has undergone a research project and has
prepared a report titled

$33$5(/ %8<,1* %(+$9,285 2)



 

<287+ under the guidance of Prof. Vishvanath, M P Birla Institute

of Management, Bangalore. This has not formed a basis for the award
of any degree/diploma for any other university.

Place: Bangalore

Dr.NAGESH.S.MALLAVALLI
PRINCIPAL

Date:

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GUIDE CERTIFICATE
I hereby declare that the research work embodied in this
dissertation entitled APPAREL BUYING BEHAVIOUR OF YOUTH
has been undertaken and completed by Mr. SENDIL KUMAR.D under
my guidance and supervision.
I also certify that she has fulfilled all the requirements under the
covenant governing the submission of dissertation to the Bangalore
University for the award of MBA Degree.

Place: Bangalore
Date:

Dr.N.S. VISHWANATH
Internal guide
MPBIM, Bangalore

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ACKNOWLEDGEMENT
OWLED
The Successful Accomplishment of any task is incomplete without
acknowledging the contributing personalities who both assisted and inspired
and lead us to visualize the things that turn them into successful stories for
our successors.
I wish to acknowledge the assistance of . K Saravanan (General Manager,
Global Clothing Manufacturing Pvt. Ltd,) his clarity with which he set the
goal was mainly responsible for the successful completion of the project. My
heartfelt thanks to Mr. Mohan, whose constant guidance and patience helped
us to finish the project successfully.
My special thanks to my project Guide Prof. Vishwanath, who guided
us with the timely advice and expertise and helped us complete the project
early. My special thanks to Mr. M Naveen kumar, who got me the
permission to do the project in this organization and my thanks to friend
Bhaskar, Basavaraj and everyone who supported me to do this project.
Many thanks to the Managers, workers and others, who guided us when we
went to the showroom, I gained a lot of knowledge through you. My
expression extend unbounded which it is to thank my most beloved parents
and family members who have been always a moral support and strong
pillars at all walks of my life, at every stage with cheer enthusiasm I dedicate
my work to them.
My sincere gratitude to one and all
SENDIL KUMAR.D

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CONTENTS
CHAPTER
NUMBER

CHAPTER NAME

PAGE NUMBERS.

1.

INTRODUCTION

1 - 16

2.

REVIEW OF LITERATURE

18 - 35

3.

COMPANY PROFILE

37 - 39

4.

RESEARCH METHODOLOGY

40 - 45

5.

SUMMARY OF FINDINGS

46 - 73

6.

RECOMMENDATIONS AND
SUGGESTIONS

74

7.

CONCLUSION

75

8.

BIBILIOGRAPHY &
ANNEXURES

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LIST OF TABLES
SI. NO.

Table Title

1.

Table showing Respondents annual income

3.

Table showing Respondents occupation

4.

Table showing Respondents educational qualification.

5.

47

Table showing Respondents age spread

2.

Page N o.

Table showing, Identiti customers purchase other premium brands.

6.

48
49
50
51

Table showing Identiti customers reasons influenced in buying

52

the brand

7.

T ab le sh o w in g th e S ou rces of Id en titi b ran d aw aren ess

8.

Table showing the Reasons to choose Identiti brand

9.

53

T ab le sh o w in g Id en titi cu sto m ers aw aren ess of m en s g arm en t

54
55

56

10.

Table showing, Identiti customers awareness of ladies garments

11.

Table showing, Identiti customers best choice for the product

12.

Table showing, whether they have you seen the advertisement of

Identiti

58

13.

Table showing the Source of Identiti brand awareness

59

14.

Table showing whether the respondents liked the advertisement

60

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15.

Table showing, Any difference between initial advertisement for

Identiti and recent advertisement

16.

Table showing, Reasons to like advertisement

17.
18.

Table showing whether they have seen the campaign on

62
you

Table showing the Perception of the customers who had seen the

20.

Table showing, Response for would you continue to buy

23.

64

campaign
Table showing, Should they extend into new product

22.

63

just have to got it

19.

21.

61

Table showing Sources of Identiti brand outlets awareness

Table showing Frequent visited outlets by the Identiti customers

Table showing, Aware of new product launch

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66
67
68
69

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EXECUTIVE SUMMARY
BACKGROUND
A brand is a perception or emotion maintained by a buyer on a prospective buyer
describing the experience related to doing business within a company or consuming its
products or services. A brand is not a matter of contrived image or a colorful package or
snappy slogans or adding an artificial veneer to disguise the true nature of what is within.
A brand is just a relationship. The brand perception via brand relationship manifests
itself in the Brand widget

PROBLEM STATEMENT
Marketers often segment consumers by age. The basic logic is that people of
same age go through similar life experiences and therefore share many common symbols
and memories which in turn may lead to similar consumption patterns.
Identiti is one of the branded garments marketed by Global Clothing Pvt. Ltd.
Global clothing is a New Generation lifestyle brand marketing company catering to the
domestic market. Global clothing is the team of young talents, professionally qualified
and well nurtured institution. The company basically targets the age group of 16-26 years.
However it is not sure whether this segment is more profitable. Hence the study has been
conducted to know, the target market for Identiti wear.

OBJECTIVES OF THE STUDY

To ascertain the apparel preferences of the youths.

To study the factors influencing apparel purchasing decision

To study the extent of brand loyalty towards clothing among the youths

To assess the present marketing strategies of Global Clothing Pvt. Ltd. and to
suggest measures for improvement

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SCOPE OF THE STUDY
The scope of this study was to know the awareness of the buying behavior of brands
in Bangalore city and the data was collected in four showrooms at,
Identiti, Commercial street, Bangalore
Identiti, Brigade Road, Bangalore
Identiti, Indranagar, Bangalore
Identiti, Jayanagar, Bangalore

ANALYSIS OF DATA
Once the data is collected the whole data set is analyzed using simple Percentage Analysis
and various tables and graphs are prepared with the help of the Microsoft excel. Based on
graphs and tables the inferences are drawn.
After doing a thorough analysis of the data, graphs and tables an interpretation is made
and a series of conclusions are drawn and scheme of recommendations are given.

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A Preface to Marketing:
P eop le need fo od , air, w ater, clo thin g an d shelter for su rvival. T hese form their m ost
basic needs. T he satisfaction o f these n eeds form th e basis o f trad e.
In o lder tim es th ese n eeds w ere m et b y the system o f v alu e b etw een on e ano ther kn o w n
as barter system . A s hu m an ne eds an d w ants increased ne w er pro d u cts an d serv ices cam e
in to being. T his developm ent gave a lot o f cho ice to th e con su m er to m ake h is p urch ase
decision. T hus co m panies started w ooing custom ers b y m ak ing their product different so as
to gain no tice-ab ility. T h u s began the co ncept o f m arketing.
M arketing as defined b y P hilip K otler is a social and m an agerial process b y w hich
in dividuals and grou ps ob tain w hat need and w an t throu gh creating, o ffering and exchanging
pro ducts o f value w ith oth ers.

M arket:
A m arket c onsists o f all th e potential custo m ers sharin g a particular n ee d or w ant, w h o
m ig ht be w illing a nd a ble to en gage in excha n ge to satisfy th at need or w a nt. It ca n also b e
de fine d as "In divid uals and O rganizatio ns w ith p u rch asin g po w er, desire an d an au th o rity to
bu y p rod ucts".
Consumers Behavior and Research
T h e m odern m arketin g con ce pt beg an w ith firm s prod ucing o nly those go o ds w hich the
co nsu m ers w anted . T hus be gan the field o f C o nsu m er B eh avior. T o u nderstan d m ark etin g,
on e m ust u n derstan d b u yer be havior. M ark etin g success o r failu re dep en d s on in divid uals
lan d g ro u p reactio ns e x pre ssed in the form of buying patterns.
In order to undertake th e m arketing program am o n g seg m ents one m u st fin d o ut as to w ho
in fluence the bu yin g d ecisio ns, w h o m akes th e b u yin g decisions, w ho m akes the actu al
purchase an d w ho fin ally uses the pro duct. It m a y be stated that in the process o f b u yin g,
different ind ividuals m a y be inv olved or only one m e m ber m a y d o all the four tasks or the
user of th e produ ct m a y b e In itiator, In fluence, D ecider an d P u rchaser respectiv ely.

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C on su m er b ehavior is the behav ior th at a consum er disp la ys in searchin g for purchasin g,
usin g and ev aluating pro d ucts, services and id eas w h ich the y exp ec t w ill satisfy their needs.
A ccordin g to W E B S T E R , B u yer behavio r is all ps ych olog ical, social and ph ysical
behav ior of potential custom er as the y beco m e aw are o f, evaluate, purchase, consu m e and
tell other p eop le abou t pro ducts an d serv ices. B u yer behavior m a y be v iew ed as an orderly
pro cess thereb y the ind ividual interacts w ith h is environm ent fo r the purpo se o f m ak ing
m arket decisions on produ cts and services. T he c hie f cha racteristics o f b u ye rs a re:
( 1 ) It consists of m en tal a nd ph ysical activities, w h ich con su m e rs u n de rtake to acquire good s
an d services an d o btain satisfaction fro m the m .
(2) It inclu des both observable ph ysical activities su ch as w alkin g throu g h the m ark et to
ex am ine the g o o ds and m a ke pu rchases. A nd it also in clu des m ental activity su ch as
form in g attitud es, perceivin g ad v ertisin g m aterials an d learnin g to p refe r particular
bran ds.
(3) C o nsu m er behavio r is very co m p le x and d yn a m ic. A n d th ere fore, m an age m en t n eeds to
ad just w ith the ch an g e oth erw ise the y m ight lo ose th eir m arket share.
(4) T h e in d ivid uals beh av ior in th e m ark et p lace is affected b y internal facto rs lik e needs,
m otives, perce ption an d a ttitud es. T he behavio r is also affected b y extern al factors su ch
as fam ily, so cial grou p s, culture, econo m ic and business influences.
B u yin g beh avior is determ in ed b y factors, w hic h are related to b eha vioral sciences like
ps yc h olo g y, eco n o m y, so ciolog y an d anthrop o log y . T he indiv idu al con su m er can be tho u ght
o f as e m be d de d in the cen ter o f a series o f in flu en ces fro m oth er peo ple an d n on interactive
in fluences o f so cial class, refere nce g ro ups and culture.
In reality, th e pro blem is far m o re co m p lex. C on su m ers and prod u cers h av e n o d irect
co n tact, th e co nsu m er is m o vin g aw ay fro m th e pro du cer isolated b y cultural, social,
ph ysical land political b arriers. F urth er, co nsu m er preferen ces v ary ex tensively in tod a y's
d yn am ic m ark et.

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Major factors influencing Consumer Behavior:

1.

Cultural Factors
a)

C u lture

b)

S ub culture

c)

S ocial class

2. Social factor
a) Reference group
b) Family
c) Roles and status symbols

3.

Personal Factors
a) A g e an d life c yc le stage
b ) O c cu p atio n
c) Economic circumstances
d) L ife style
e) P erso nality and self co ncep ts.

4.

Psychological Factors
a) M otivatio n
b) P erceptio n
c) L earnin g
d ) B eliefs an d attitu d es.

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DETERMINANTS

OR

FACTORS

INFLUENCING

CONSUMER

BEHAVIOUR:
C o nsu m ers d o no t m ak e purch ase d ecisio ns in a V acuu m . T h eir b u ying b eh avior is
in flu en ced b y cu ltural, social, p erson al an d p sych olo gical d eterm in an ts/factors. M ost of
th ese factors are 'u ncontro llab le' an d beyond thhand s o f th e m a rk eter, h ow ev er, th ey h av e
e
to b e co n side red w h ile trying to un derstand th e co m plex bu y er be ha vior.

CONSUMER BEHAVIOUR
(A )

C u ltural F actors
C u ltu ral factors h ave the deepest influence o n consu m er behav ior.

C ulture is the m ost basic funda m ental determ in an t o f a perso n 's w an ts and b ehavio r. R ig ht
fro m the tim e o f his birth, a child grow s up in a society learn ing a certain set o f values,
perceptio ns, pre feren ces, behavio r and custo m s, throu g h a process o f socializatio n inv o lvin g
th e fa m ily an d the other ke y institutio ns. T o da y, w e can see that a lot im p o rtance/value is
giv en to su ccess and achieve m e nt, efficie nc y, pra g m atism , m aterial co m fort, ind ivid ualism ,
freed o m , etc. A ll these w ill have a bearing on a ch ild grow in g up and w ill also be seen in his
bu yin g b ehavior.
F or ex am ple: A yo u n g colleg e g oin g teena ger, is cu rren tly interested in fin din g a new
leisu re tim e activ ity/h o b b y w h ich m ay be usefu l to him in the fu tu re also . T his nee d has led
him to th e pu rc hase o f a cam era and tak in g up ph o to grap h y as a hob b y. H o w ever, there are
m an y characteristics in th e backgro und, w hich in fluence his p urchase decision. T he yo un g
bo y has been raised in a society, w here m od ern techn olog y has helped in the develop m ent o f
sm all, com pact, easy to operate cam eras. T he you n g bo y feels com fortable to operate such
cam eras and the society also accepts photograph y as a leisure tim e activity.
M ark eters are alw a ys tryin g to see if there is a cultural sh ift and d ev elo p pro d u cts
acco rdin g ly. S o m e o f th e p ro m ine nt cultural shifts tod a y are:

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L eisure tim e
M ost o f the co up les are w ork in g and hen ce see k in g m o re w a ys to in crease leisu re tim e to
spe nd o n h olid a yin g an d sp o rts. T h e y are in te rested in the p u rch ase; o f tim e sav ing h o m e
ap pliances an d serv ices like w ashin g m ac hines, o ve ns, hotels/resorts, vacuu m cleaners, etc.
H ealth consciou s: P eo ple are beco m ing he alth co n scio us and are getting in volv ed in
activities such as exercises, jogging, yo ga, eating ligh ter and m ore natural food.

Inform ality
People are adapting a more relaxed and informal life style. This can be seen in
their choice of clothing, furnishing and entertaining.

Subculture
E ach culture w ill con tain sm aller group s of sub culture that pro vide m o re specific
id entification and socializatio n for its m e m b ers. In o ther w ords, to segm e nt larg er societies
in to sm aller sub grou ps (sub cultures) those are ho m o g eneous in relation to certain custo m s
an d w a ys o f behavior. T hese sub cu ltural divisions are certain so cial cultu ral an d
dem o graph ic variables lik e nation ality, religion, g eographic lo cality, caste, age, sex, etc.
E ach sub culture m a y h ave certain distinct tastes, preferences and even life style s.
In the abo ve exam p le, the you n g bo y's in terest in various g oods m a y be th e in fluen ce o f
his religion, caste and geo grap hical background . T hese facto rs w ill in flu ence his fo od
preferences, clothin g choices an d recreatio n activ ities. H is subculture (age, sex, etc.) m a y be
attach ing different m eanin gs to picture taking land this could in flu ence his interest. H is
subculture identifications m a y in fluen ce his interest in cam eras.
Social Class

S ocial class m a y take the form o f a caste system w here the m em bers of different castes are
reared for certain roles and canno t change their caste m em bership. S ocial class also
in fluences bu ying beh avior. S ocial classes show distinct pro duct and brand preferences in
purchase decisio ns related to clothing ad jew ellery, leisure activity an d auto m o b iles. H ig her

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social class custo m ers m ay prefer to p urch ase cloth es and to ys fo r th eir ch ild ren fro m K em p
F ort at B ang alo re, w hereas low er social class cu stom ers m a y prefer to sho p at sm all retail
outlets. T h e social classes also differ in their m edia exposure, w ith hig her so cial class
co nsum ers h aving greater expo su re to m agazin es and new spapers. W h en low er class
co nsum ers read m agazines, th ey ten d to be-rom an ce and m o vie/film m ag azines. T h us the
m arketing m a nager m ust design an ad vertising la yo ut suitable to the targ et social class.
T he youn g bo y m a y have co m e fro m a higher social class b ackgrou nd, and his fam ily m a y
pro bably ow n an exp ensive cam era. T h e idea of purchasing a sm all co m p act cam era m a y also
be in line w ith w hat his friends alread y have, w ith a h igher social backgro und . S ocial class is
a very im portant factor influencing the bu yin g m otiv e beh ind consu m e r b eh avior.
(B) SOCIAL FACTOR
A co nsu m er's beh avior is also in flue nced b y so cial factors, suc h as the consu m er's
re feren ce g rou p s, fam ily and social ro le an d status.

R eference group
A person 's reference gro ups are th ose gro ups th at have a direct (face to face) or indirect
in fluence on the p erson 's attitu des or behavio r. G ro ups hav ing d irect in fluen ce o n a p erson
co uld co m prise o f people w ith w ho m the person interacts on a co ntin uo u s basis, su ch as
fa m ily, frien d s, n eig h bo rs an d colleagu es. S o m etim es a pe rso n m a y also be d irectly
in flu enced b y so m e soc ial o rgan izations su ch as religiou s organization s, pro fession al
associatio ns and trade u nio ns. A nd, so m etim es co nsu m ers are also influen ced b y g roups to
w hich they do not b elong (aspiration grou p) or a (non -associative) gro up w hose values or
behav ior an indiv idual rejects.
A reference group can influence the consum er b y introducing him /h er to new life styles
b y in fluencing the person 's attitu des and self co ncept becau se h e/she n orm ally d esires to "fit
in ". F urther, the grou p also creates pressures fo r co nform ity to gro up attitu des and behavior
th at m a y a ffect th e person 's actual produ ct/brandchoice.

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E ach g rou p also has an "op in ion leade r". T he m a rketer tries to in fluen ce the relev ant
con su m ers b y d irecting m essag es at the o p in io n leade rs b y id en tifyin g certain perso nal
charac te ristics associa te d w ith o pin ion lead ership. T he m o re coh esiv e th e g ro u p, th e m ore
effec tive its co m m u n ica tion p ro cess and h ig her the perso n esteem s it, th e m ore influ en tial it
w ill be in shap in g th e p erson 's prod uct an d b ran d pre ference. T he yo un g bo y 's decision to b u y
a ca m e ra an d h is bran d cho ice m ay b e stro ng ly in flue nced b y so m e o f his gro u p s. F rien d s,
w h o b elo n g to th e g ym he go es to exercise daily, m a y in fluence h im to b u y a g ood cam era.

Family
M em bers o f the bu yer's fa m ily can ex ercise a strong in flue nce on the bu yer b ehavio r.
M arketers are interested in the ro les and relativ e influence of the h usb and , w ife, children and
paren ts on the purchase o f a larg e variety o f products an d services. T h e m arke ter is in terested
in kn o w ing w hic h m em be r no rm ally has the greater in fluence on the purc hase o f a particular
prod uct or serv ice. In a nuclear fam ily, th e h u sb an d is m ore d o m inan t, so m etim es the w ife is
m ore d o m inan t or the y h ave eq u al in flu enc e. T h e follo w in g observ atio n h as been m ade in
m ost o f the cases.

Category
H usban d d o m inan t
W ife d o m inant

P rod u cts
: A u to m o b ile s. T . V . C o m p u ter (P .C ) policies
: W ash ing m ach in es, kitch en ap plian ces, ho m e

ap p lian ces
E qu al p articipation

: H o using , recreatio n activ ities, outside

en tertain m ent.

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A t the sa m e tim e , the do m in an ce o f a fam ily m e m b er varies for d ifferen t sub

decisions w ithin a p rod uc t category. F or exa m p le, if a co up le are plan n ing to purchase a
an autom obile, the decision related to "w hen to bu y" m a y b e prim arily m ade b y the
husband but regardin g "w hat color o f year to bu y" m a y b e a joint decision.
S o it is th e resp o nsib ility o f the m arketer to develo p a m arketin g co m m u nicatio n, w hic h
m a y b e d irected differen tly at the p artic ula r in flue ncin g person ality at the vario us stages of th e
bu yin g proc ess.

R ole and Status

A p erso n is a m em b er of m an y gro ups-fam ily, clubs, org anization s, etc., and th e pe rson 's
po sitio n in each g rou p can be d efined in term s of ro le an d status.
S ay for exam ple: M rs. M ehta is a sen ior m arketing execu tiv e in a firm and she is planning
1
to pu rchase a 'm icrow ave o ven. W ith h er parents, M rs. M eh ta pla ys the role o f a d aug hter, in

her fam ily, she pla ys the role o f a w ife and m oth er and in her com pan y, an d sh e plays the
role of a senior m arketin g executive. A ro le consists of the activ ities that a perso n is expected
to perform according to the person s aro und th em . E ach o f M rs. M ehta's ro les w ill ni fluen ce
so m e o f h er bu yin g beh avio r. E ach H ole w ill reflect a status acco rded to th e role b y th e
society. T h e role of a senior, m arketing ex ecutive has m ore status in the society th an th e role of
a daugh ter. S o, as a senior, m ark etin g ex ecu tive , M rs. M ehta w ill bu y the k in d o f clothes that
ad ds dig nity to her role and status. B ut in the role o f a da u ghter, w ife or m o ther, M rs. M eh ta
m a y prefer to w ear inform al cloth es. P eople often ch oose pro ducts to co m m un icate their status
in society.
C) PERSONAL FACTORS
A con su m er's purchase d ecisio ns are also influ enced b y person al characteristics nam ely
th e bu yers ag e and stage of life c ycle, occupation, eco no m ic circum stances, life style,
person ality an d self co ncept.

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A ge and stage of life cycle

P eo ple 's ch oice of go o ds and services changes o ver their lifetim e. T his chan ge can be
observed right from childhoo d to m aturity especially in taste and preferences related to
clothes, furniture and recreation activities.
T he stag es of life cycle can be said to be a psychological feelin g of a certain
transform ation, takin g place as the y g o throug h life, and experiencing sud den ch ang es, in th e
co nsum ptio n pattern. F or exam ple, in the case of M rs. M eh ta, as a satisfied w ife and S r.
m arketing ex ecutive, she m ay be m ov in g to be an un satisfied person searchin g for a new
hob b y co oking. T o o m uch dependence on the 'coo k ' b eing served the sam e typ e o f foo d
and
daily m a y hav e pro m pted her to try a new w a y o f fulfilling h erself. T hus m arketers w ill
alw ays look out for changing consum ption interests that co uld be related to the stag e o f life
cycle.
Occupation

A p erso n 's o cc up atio n has a direct effect on his ch oice o f g o ods a nd services. Aclerk w ill
purchase pro ducts w hich are econo m ical and not b urn h is pocket w ill be in terested in their
pro ducts an d w ork out m arketing strategies to co m m u nicate about their prod ucts and service
to the releva nt occu patio nal g ro up and in d uce a p ositive b u yin g m o tiv e in the particular
consum er.
Economic circumstances
A p erson 's eco no m ic circ m stan ces co nsist of his/h er disposab le in co m e (am o un t,
u
stability an d tim e p attern) savin gs and assets (liquid, m ovable and im m ov able) ab ility to
borrow and attitude to w ards spending versus saving.
In other w ords, in co m e, sav ing s, cred it and assets are th e elem en ts of a p erson 's
purc hasin g po w er. H o w ever, this m ust be backe d b y th e w illin g ness to b u y. W ith increase in
per capita inco m e an d im prov ed stan dard o f liv ing , a w illin g n ess on the p art o f the c onsu m er
to pu rchase pro du cts, w hich in d icate so p histication , has be en n oticed. S o, the m ark eter has

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to do pro p er m ark etin g an d has to d o p rop er m ark et an alysis and research and pro duc e, p rice
an d p ro m o te th eir pro du cts an d services, so as to m otiv ate peo ple to p urchase the sa m e.

Life Style
A perso n 's life style refers to the perso n 's pattern o f livin g ex pressed th rou g h his/h er
activities, interests a nd o p in io ns" (A lso re ferred to a A IO S )
L ife style o f a p erso n co nve ys m ore tha n th e perso n 's social class or p ersonality alon e.
K n o w ing a perso n 's so cial class w ill help in in ferrin g ab ou t w hat th e perso n 's b eha vio r is
likely to be. H o w ev er, if one fails to see h im /her as an in d ivid ual, sim ilar p erso nality w ill
in dicate certain ps ych o lo g ical ch aracteristics ab o u t the individ ual but n ot thro w m uc h lig ht
on the perso n 's interest, opinio n s or activities. A n un derstan din g o f a perso n 's life style w ill
help in givin g a pro file o f a w h ole p erson 'spattern o f livin g an d interactin g w ith th e w o rld.
T h us, the m arketin g m a na ger w ill h ave to w o rk ou t a m arketin g strateg y w hich w ill
in dicate a relatio nship b etw e en a prod uct bra n d and life style o f the pro du ct user.
A d vertisin g m an ag ers w o rk o ut la yo ut thro u g h sto ry b o ard w h ich w ill be sym b o lic to life
style o f the targe t m ark et.
Personality and self concept
E ach perso n h as got a distin ctive personality w hich w ill influen ce his/her bu yin g
behav ior. P ersonality m ay b e de fined as the p erson 's disting uishing ps yc holo gical
ch aracteristics that lead to relatively consistent and enduring responses to his/her o w n
en viron m ent".
Person ality c an be used to an alyze co nsu m er b eha vio r becau se m ark eters h ave seen that
th ere ex ists a co -relatio n betw een perso nality typ es an d pro d uct/bran d ch oic es. S o m e o f the
traits u se d to describ e a person 's p erso nality are: self-co nfid en ce, do m in an ce,
ag gressiv en ess, d efensiv en ess, ach iev e m en t, deference etc.
W hile o n perso n ality, self co nce pt is a related term ; it refers to the person 's Im ag e o f
him self or self-im ag e. E a ch perso n carries a self-im ag e o f him /h er and w ill purchase g o od s
or services th at m atch th e self-im ag e. If M rs. M e hta m a y see herself as a self co n fide nt,

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sociab le an d achieve m e n t orien ted w o m a n, she w ill favo r the p urch ase o f a 'm icro w ave
ov en 1 the b ra nd w hich w ill m atch h er se lf im a ge.

D) PSYCHOLOGICAL FACTORS
T he fo ur ps yc h olo g ic al factors are m o tiv atio n, perceptio n , learnin g an d beliefs and
attitudes.
M o tivation can b e said to be the in n er d riv e tha t is sufficie ntly p ressin g and directs the
perso ns to seek satisfactio n o f the n eed . Sa tisfactio n o f th e nee d red uces th e felt tensio n .
P ercep tio n is the process o f selecting , org anizing a nd interp retin g or attachin g m eaning to
ev ents ha ppe nin g in e nviro n m e nt.
L earn ing describes changes in an individu al's beh avior arising fro m exp erience. M ost
hu m an beh avior is learned. L earning theorists say th at a person 's learn ing is produ ced
through the in terp la y o f d rives, stim uli, cues, resp on ses and reinforce m ent.
Belief and attitudes
A belief is a th o ug ht that a person s holds ab out so m ethin g. P e o ple act based on their
beliefs. T hese beliefs h elp in b u ilding up pro d u ct and bran d im ages.
A n attitud e can b e said to be a p erso n 's en du ring , favorable or u nfav o rab le cog n itiv e
ev alu atio n, em o tio nal feelin g s and action tend en cies to w ards som e o bject or id ea (S ource:
Ind ividual in society b y D avid K rech, R ichard S . C rutch field an d E gerton C .B allache y)
Consumer Research
C o nsu m er research is the set o f m eth o ds to id entify the ab ov e needs. It is also used to
id entify an d locate a ppro p riate target m arkets a nd to learn their m edia h abit.
It is used to id en tify b oth felt an d u n felt (latent) nee ds to learn h o w co nsu m ers perceive
prod ucts an d brands, w h at their attitu des are befo re an d after th e purch ase. C o nsu m ers
research is relev ant to each variable in the m ark etin g m ix .
Product, Price, Promotion and Distribution
It helps the consu m er in m easuring the pro du ct o r service b y disco verin g w hic h attributes
are m o st im p orta nt to the target m arket and inte gratin g them into the prod uct, co nsu m er
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researchin g also assists the m arketer in establishing prices th at th e co nsu m ers w o uld be
w illin g to pa y.
C o nsu m er research is used to determ in e p ersua sive p ro m o tio n al app eals an d to id entify
ap propriate m ed ia ch o ice s to reach selected target m arkets. It ide ntifies the retail o utlet and
provides the b asis for an effectiv e distrib ution strategy.
Market Segmentation
M arket S eg m e ntatio n is th e first step in a dev elo p m en t o f a successfu l m arketin g
strateg y. M ark et seg m entatio n is defined as the p rocess o f div idin g a poten tial m ark et into
distin ct subsets o f consu m ers w ith co m m o n need s o r characteristics an d selectin g one o r
m ore seg m en ts to targ et w ith a distinct m ark etin g m ix.
The Various Types of segmentation are:
1. G eographic seg m entation
2. D em ographic seg m en tatio n
3. G eo -dem ographic seg m en tation
4. P sychological seg m entatio n/p sycho grap hic
5. S o cio - cultural seg m entation
6. U ser beh av ior seg m entation
7. B enefit segm entation
Geographic Segmentation:
G eo grap hic location is the usu al and pop ular basis fo r m arket segm en ta tio n D istinction
betw een urb an & rural m arkets is still o f great im p ortance in In dia. T here is further
D istinction as city fam ilie s an d sub urban fa m ilies. U rb an popu latio n has the ch aracteristics of
better education, higher incom es & greater m o bility urban peo ple are innov ative. T his
geographic seg m entation calls for dividing the m arket in to different geo g rap hic u nits such as
natio ns, states, regio ns, co u ntries, cities or neighborhood.

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Demographic segmentation:
D em ograph y refers to th e v ital and m easurable statistics of a po pulation. D em ographic
helps to locate a target m ark et w h ile ps ych olog ic al and socio- cultural characteristics help
describe w ho its m em bers are - how the y thin k an d how the y feel.
D e m o g rap hic in fo rm a tion is th e m ost easily a cce ssib le an d cost effective w a y to iden tify a
target m arket.
T he m o st co m m o n ly used de m o g ra ph ic v aria ble s, w hich h as also b een use d in th is stu d y, are:
1. Age
2. Sex
3. Income
4. Marital status
5. Occupation
6. Educational background.
Psychological Segmentation/psychographic
P sych o g rap h ic seg m en tatio n , bu ye rs are div id ed into different grou ps on the b asis o f
social class, life style an d perso n ality c haracteristics.
Social Class:
S ocial classes are relative ly perm a nen t ho m o gene o us divisio ns in th e so ciety . E ach social
class indicates sim ilar life-styles, values, interests & beha viors. T here are at least three social
classes na m e ly, up p er class, m id dle class and lo w er class in every society. It is based o ur
in co m e, occu pation , ed uc atio n an d place o f residen ce. S o cial class has a stro ng in flue nce o n
th e person 's preference in cars, cloth in g, readin g h ab its & so our. M an y co m p anies d esig n
prod ucts an d for services for specific social classes.
Life style:
L ife style con cept is also co nsid ered as another im p ortan t variab le determ inin g b u yer
be hav ior. L ife style reflec ts the overall m an ner in w hich person s an d spen d tim e & m on e y it
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is a b ehav ior con cept w h ich en ables to gro u p an d p redict bu yer be hav ior L ife S tyle co nce pt
is an inter dis-am ply ap p ro ach in rottin g so cio lo g y, culture P sych olog y an d d em o grap h y.
L ife style co ncept as a b asis for seg m en tatio n is qu ite reaso nable an d d esirable. B u t this
co nce pt has little o pe ra tio nal utility.
Personality:
Person ality tests attem p t to m easure such ch aracteristics as do m inance, aggressiv en ess,
objectiv ity, ach iev em en t m o tiv atio n etc., w h ich m ay influ en ce bu yers behav iors.
P erson ality variables are clo ses to exp lain th e reasons w h y peo ple bu y.

Social-Cultural segmentation:
S o cio-cu ltu ral variables provide further base s for m ark et seg m e ntation . C o nsu m er
m arkets have been subdivided into seg m ents o n the basis o f fam ily life c ycle, social class,
cu lture, and subculture and cross culture.
Family life cycle:
S eg m en tatio n is based o n the assu m ptions that m an y fa m ilies pass thro ug h sim ilar p h ases
in th eir form atio n, g ro w th & fin al d issolutio n. A t each p hase the fam ily u n it nee ds differe nt
prod ucts. Fa m ily life c ycle inclu des relative age, in co m e an d e m plo ym en t statu s. It also
in clu d es m oral & fa m ily status.
Social C lass:
T he co ncept of social class im plies a hierarchy in w hich individ uals in the sam e class
generally hav e the sam e d egree o f status w h ile m e m bers o f o ther classes h ave either higher or
lo w er status.
Culture, Sub culture and cross culture:
S o m e m ark eters hav e fo un d it useful to seg m en t th eir d o m estic an d In ternation al m ark ets
on the basis o f cu ltu ral he ritag e.
C ultural seg m entatio n is particularly suc cessfu l in Internatio nal m arketin g , but in su ch
in stances it is im p o rtant for the m arketer to u n derstan d fully the belie fs, valu es an d custo m s
o f th e cou n ties in w hich th e pro du ct is m arketed .
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Benefit segmentation:
B en efit seg m entatio n is on the b asis o f w ants and d esires o f co nsu m ers. B enefits so ught
b y th e con su m ers are th e very ex istence of the m ark et. P eople bu y a p rod u ct to secure
be nefits.
H en ce, custo m er satisfaction dep en ds u po n pro duct bene fits na m ely ec o no m y, perform an ce,
style, d u rability, statu s, p rod uct's appe arance task , flav o r etc. C o nsu m ers on first gro up ed o n
th e basis o f ben efits they ex p ect. T hen each seg m ent is an alyze d o n the d em o-grap hic,
socio-ec o no m ic other variables to ha ve better u nd erstan ding o f each seg m ent. Fin ally a n
app rop riate m arketin g fo r each seg m e n t is selected.
T he B uying D ecision process Buying Roles
T h e b u yin g d ecisio n in m an y cases in v o lv es a d ecisio n - m ak ing u n it con sistin g of
m o re th an o n e p erso n w h o are in stru m en tal in m ak in g th e p urch ase d ecisio n .
W e d istin g u ish 5 ro le s p eo p le m ig h t p lay in a b u yin g d e cisio n p ro c ess:
IN IT IA T O R

: A p erso n w h o first sug g ests the idea o f bu yin g the pa rticu lar p ro d u ct
or serv ice.

IN F L U E N C E R

: A P erso n w h ose v iew s or advice carries so m e w eig h t in m akin g the

final d ecisio n

D E C ID E R

: A p erso n w ho d ecid es o n w h eth er to b u y, w h at to b u y, how to b u y or

w here to bu y.

BUYER

: T h e perso n w ho m akes th e actual p urchase.

USER

: A p erson w ho con su m es or uses th e pro d u ct or service.

S tages in B u yin g D ecision P rocess:

G en erally, consu m ers pass throu gh the five stages in bu ying a pro duct.

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1) Problem Recognition:
T h e first stag e starts w ith the b u yer's reco g n itio n o f a prob lem or need.T he need can be
through internal or external stim u li. T h e m arketer needs to identify the circu m stances that
affect the p articular need or interest in consum er. H e shou ld also fin d th at k in d of p ro blem s
arose, w hat b ro u gh t th e m abo u t an d h o w th ey lea d to th at pa rticu la r p ro d uct.
2) Information Search
A s aroused co nsu m er m a y o r m a y n ot search fo r m ore in form atio n if the co nsu m er's driv e
is stron g an d an a fford able one the co nsu m er m ight p u rchase the pro duct. If he does not
purchase it th en it still rem ains as a need. T h e m ark eters m ajor in form atio n processes th at
th e co nsu m er m a y un dertake n o furth er search for inform ation b earing on the need s.
C on su m er in form ation sources com e und er fou r gro ups. T he y are person al sources,
C o m m ercial S ources and E xperiential S ources.
3) Evaluation of Alternatives:
H ere the co nsu m er uses in form ation to arrive at a particular b ran d ch oice. T he basic
co ncepts th at help us to evalu ate a con su m er are:
i) T he co nsum er con siders variou s prod uct attribu tes an d pa ys m ore atten tio n to those that are
co nnected w ith h is n eeds.
ii) T h e m arketer m u st not conclud e th at the salient attributes are the m ost im p ortant on es.
S o m e of them m a y b e salient b ecause the con su m ers have ju st been exposed to a com m ercial
m essage and non-salient attributes.
INDUSTRIAL BACKGROUND OF THE STUDY
T he co m m ercial dev elopm ent o f m an m ade fibers began late in 19 th century, w ere
pro duced b y individual tailor eith er done or w ith on e or tw o ap prentice.
In th e first h alf o f the 20 th century m an y garm ent m anu factured unit w ere started due to
lo w capital inv estm en t, ch eap labor etc.

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F ollow ing factors pla y a m ajo r role in the industry

1. L ocation
2. S ize o f the indu stry
3. T ype o f m achines installed
4. M anpo w er
5. M arket
6. T ypes o f garm ent
T ab le sh ow in g S ales p ercen tages in va rio u s ou tlets:
O u tlets In B an galo re

% of S ale

C o m m ercial street

25 %

B rigade road

30 %

Ja yanagar

20 %

Ind iranag ar

25 %

G raph showing the O utlets in Bangalore

40%
30%
20%
10%
0%

25%

30%

20%

Com m ercial B rigade road Jayanagar

street

25%

Indiranagar

O utlets in B angalore

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B riga d e road :
O utlets consist 30 % o f to tal sale of Iden titi b rand in B angalo re. G lob al
clothing P vt. ltd. w as fou nd in 1 998 u nder the able lead ership o f M r. N aseer H um a yan . T he
co m p an y is in th e brand m arket for the past 5 years. C o m pan y m an u factures shirts, T -shirts,
kurthas for m en and p roduces shirts, trou sers, blouse, capris, T -shirts and kurtha for ladies.
T he researcher also foun d th at the Identiti bran d gets th e subsisten ce fro m th e m en s
garm ent for th e vario us styles and colors w ith different range o f fabrics. S tudies show th at
th ere are 40 different style s spread am ong m en s garm ent all around the outlets.

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AN OVERVIEW OF BRAND MANAGEMENT

INTRODUCTION
BRAND
A brand is a name, term, sign, symbol, or design, or a combination of them,
intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of competitors.
Revolution of the Concept of Brand:
Incubation of the Concept of Brand Equity:
The 1980 marked a turning point in the conception of brands. Management came to
realize that the principal asset of a company was in fact its brand names. A lot of
writing followed this incubation of the idea of Brand Equity, or the finan cial
value of the brand. In fact, the emergence of brands in activities, which previously
had resisted or was foreign concepts e.g. in Industry, banking, the service sector etc
vouched for the new importance of brands. This is confirmed by the importance
that so many distributors place on the promotion of their own brand. The best
brands convey a warranty of quality and in complex symbol, which can convey up
to six levels of meaning.
a. Attributes
b. Benefits
c. Values
d. Culture
e. Personality
f. User
Brands vary in the amount of power and value they have in the market place.
David Aaker distinguished five levels of customer attitude towards their brand,
from lowest to highest namely:

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i. Customers will change brands, especially for price reasons.
ii. Customer is satisfied. No reason to change the brand.
iii. Customer is satisfied and would incur costs by changing brand.
iv. Customer values the brand and sees it as a friend
v. Customer is devoted to the brand.
Brand equity is highly related to how many of a brands customers are in classes 3,
4 and
5. Moreover it is also, related, according to Aaker, to the degree of:

Brand name recognition

Perceived quality of brand

Strong mental and emotional association

Other assets such as patents, Trademarks and emotional associations

Brand Equity is therefore an intangible asset i.e. it cannot be seen, tasted, heard or
smelled before it is bought.
Example:
According to a study conducted in 1997, about 84 percent of the market value of
ten of the leading FORTUNE 500 companies was attributed to intangible assets.
Similarly an indicative analysis by the agency Price Waterhouse Coopers, of listed
companies with a 1997-98 turnover of more than Rs. 100 crores, identified 25
companies which in todays market command a market va lue which is more than
4.5 times the book value of tangible assets.
A Brand is more than a Product
Chart: 1 Chart showing that a Brand is more than a product

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Emergence of Brand Management Concept:
Brand management is still in a nascent stage even though brands are a business
asset. At present, in many cases, the tendency is to manage products, which happen
to have a name. Yet brand management involves different and specific reasoning
and approaches. Till date the management books and marketing bibles have not yet
assimilated the full implication of the brand revolution. Marketing books focus on
the process of launching new products, when marketing the brand is considered
merely as a tactical and final decision, which is developed through communication
such as advertising, packaging and the logo. Yet the reality of the situation is very
different. From now on companies will be faced with the strategic issues of
whether or not growth should come about through existing brands by developing
their sphere of activity or through new brands. Classic strategy models talk about
product portfolios, whereas in reality companies have to manage their brand
portfolios. Several companies have product managers but few have brand
managers. This may cause problems in so far as more and more brands are being
extended to more and more differentiated products, resulting in the delegation of
the management of value to several decision centers. In the medium term this may
diminish brand equity because decisions are taken without any integration of the
decision centers. The brand is not the product but it gives the product meaning and
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e i ` g a h g V ` gb f T W Y d cb a ` Y X W V T U U
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defines its identity in both time and space. Companies are discovering that this
brand equity has to be managed, nourished and controlled.
The Evolution of the Concept of Brand Identity
Brand Identity
It is the common element sending a single message amid the wide variety of its
products, actions and slogans.
Brand identity is a recent concept; however researchers have already delved into
the concept of corporate identity by the late 80s so to simply put it
Corporate Identity
It is what helps organization, or a part of it; feel that it truly exists and that it is a
coherent and unique being, with a history and a place of its own, different from
others. Thus we can infer that an identity means being true to yourself, driven by a
personal goal that is both different from others and resistant to change. Thus a
brand identity will be clearly defined once the following questions are answered:
1. What is the brands particular vision and aim?
2. What makes it different?
3. What need is the brand fulfilling?
4. What is its permanent nature?
5. What are its values?
6. What are the signs, which make it recognizable?
This type of official document would help better brand management in the medium
term, both in terms of form and content, and so better address future
communication and extension issues.
The distinction between a brand and a product is fundamental. Products are what the
company makes, what the customer buys is a brand. The same is true of services. In
paying very high prices for companies with brands, buyers are actually purchasing a
position in the minds of potential customers, be it in the stalls or in the royal circle.
Awareness, image trust and reputation, all painstakingly acquired over the years, are the
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best guarantees of future earnings. They justify the high price paid. The value of a brand lies
in its capacity to generate such cash flows.
2. The Pyramidal Model of Brand
To manage a brand through time, it is essential to analyze it as a 3-tier pyramid
incorporating time dimension.
Chart 3: Chart showing the Pyramidal Model of Brand

Source: Strategic Brand Management Kapferer Pg 173

 at the top of pyramid is the brand focal point or the source point must be
known, but must remain unspoken of and invisible it is the brands deep identity,
its core value. As such it is permanent over the long run. _ In the middle of the
pyramid, we have style and codes of the brand. It is the stylus- a brands specific
means of con vying a message is a reflection of the brands core identity. The
lower stage of the pyramid relates to the communicate themes, the brands current

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advertising positioning. The customers look at the brand bottom-up. They discover
it by its products, its themes, and the style of its communication.

Steps involved in brand management

i. Brands age because of mismanagement
The brand has to be managed as per ever-changing environment. A lax or
reluctance in changing with the environment made by a company would easily
open the gates for new entrants to scavenge on the market share.
ii. The brand may have a built in element of mortality:
Brand extensions are must. People buy brands, but behind this lie number of
motives, and if you do not create a new brands that match evolving consumer
wants, you will have problem.
iii. The Brand Growth:
The brand growth is associated with changes in needs, wants, tastes and
preferences. As the customer needs change, even a company with one brand
targeted at a homogeneous market may feel the need to change. As a brand is
extended to cater to the need of a heterogeneous market, the life of the brand
increases.
iv. Brand identity is not something you shop for or borrow from someone:
The brand always starts with as a name of a new product.
v. There is an order in which the faces of the prism are filled:
Brands start with product. So the physical face is the concrete part of the brand.
When you start communicating, you always show, in your ads, picture of the
typical customer. Generally you also draw, internally, for your own purpose,
pictures of expected customers. These fill in the faces of customer reflection and
target audience. Later, your other marketing actions will fill the other faces. The
first face to be filled in is always product.

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vi. Branding can never become a substitute for Marketing:
The strength of LG is not just the brand; it is its distribution system. Wherever you
go, you will find a dealer of LG Air conditioners. And that is important. What is
the use if you can never find brands that you like?

MARKET SEGMENTATION
Brands are parts of a strategy aimed at differentiating supply. Companies seek to fulfill
the expectations of specific group of customers letter. They do so by consistently
and repeatedly providing an ideal combination of attributes tangible and intangible,
practical and symbolic visible and invisible under conditions that are economically viable for
the company.
T he co m p an y w ants to leav e its m ark on a g iv en field an d set its im p rin t on a produ ct. It
is no co in cid ence th at th e w ord "b ran d" also m ean s the actu al act of b urning a m ark in to the
skin of an an im al, of desig n atin g o w n ership in th is w a y. W hen w e talk (Identiti
m erch and ise) it is th e saying "T here is so m ething ap art in this! Identiti. In d eed, th is is .th e
first task in brand ing , d efinin g just w h at th e bran d infuses into th e prod u ct or serv ice and
ho w th e brand transform s it.
 hat attrib utes are em bodied in the product or services?
W
 h at ad vantag es do es it incorporate?
W
 hat benefits does it provide?
W
 h at o bsessio ns do es it represent?
W
Branding is however not based on what goes, but on what goes on. The result is an
argument, product that must be indicated in one way or another if it is to be noticed by
potential buyers and if the company is to reap the fabrics of its efforts before they are
copied by others.
A snapshot of a given market will often show similar products for instance of garment a
number of whiskies available in the market. A dynamic vision, however, reveals who has
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innovated. A brand protects the innovator, granting monetary exclusiveness and rewarding it
willingness to take risks. The Managing and Direction of a brand and its economic
purpose is revealed in the accumulation over time of such monetary differences.
Brands cannot be reduced to symbol or a product or a mere graphic or cosmetic
exercise; A brand is the signature on a constantly renamed, creature process which yield of
product "A" today, Product "B" and "C" tomorrow and so on. Products are
introduced, they live and disappear, but brands endure. The consistency of this creative
action is what gives a brand its meaning. Its contents and its character creating a brand
require time and Identiti.

BRAND AS A LIVING MEMORY.

The spirit of a brand can only be inferred through its products and its
advertising. The content of a brand grows out of the cumulative memory of these acts,
provided they are governed by a unifying idea or guideline.
BRAND AS A GENETIC PROGRAMME.
A brand is both the memory and the future of its products. A genetic analogy provides a
key understanding as to how brands work. The brand memory that develops contains
the program for all future developments, the attributes of latest models, the characteristics
they will have in common, their family resemblance as well a their individual
personalities. By understanding a brand program, we can trace its legitimate territory and
the area in which it can be extended, beyond the products that created it. The brands
implicit program reveals the meaning and direction of both former and future products.
BRAND GIVES PRODUCTS THEIR MEANING AND DIRECIONS
The Brand tells why products exist, where they come from and where they are going. It
also sets their guidelines.
A brand is not a fact set in stone. It must be able to adapt to the times to changes in
buyers and in Identiti defines what must remain permanent and also what may involve.
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BRAND IDENTITI AND IMAGE.
Image is on the receiving side. Image centers upon the way a certain people imagine a
product, brand political figure or country etc. The image returns to the manner in which
this public decodes all the signals emitted by the brand through its products, services and
communications program. It is a reception concept.
Id e n titi is o n th e se c o n d a ry sid e . T h e s e c o n d a ry d u ty is to s p e c ify th e m e a n in g
in te n tio n a n d v o c a tio n o f th e b ra n d . I m a g e is a re s u lt th e re o f, a d e c o d in g . In
b ra n d m a n a g e m e n t term s , Id e n titi n e c e ss a rily p re c e d e s im a g e . B e fo re p o rtra yin g
a n id e a in th e m in d o f th e P u b lic , o n e s h o u ld e sta b lish e x a c tly w h a t is to b e
p o rtra ye d . A s in th e fig u re th e c u s to m e r fo rm s a n d im a g e th ro u g h a s y n th e sis o f
a ll th e sig n a ls e m itte d b y th e b ra n d . B ra n d n a m e , v is u a l sig n s , p ro d u c ts ,
a d v e rtis in g , s p o n s o rin g , p atro n a g e , p re ss rele a se s e tc . T h e im a g e re su lts fro m a
d e c o d in g a n e x tra c tio n o f th e m e a n in g an d in te rp retatio n o f th e sig n a ls.

BRAND IDENTITI

OTHER SOURCES:

MEMORY

SIGNALS

BRAND

OPPORTUNISM

IDEALISM
COMPETITION NOISE

Development of BRAND IMAGE of IDENTITI

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To become a power brand and to remain so, a brand has a duty to be faithful to its
Identiti. Brand image is a volatile and changing motion. It is concerned too much
with the appearance of the brand and not enough with its very being. The notion of
brand where Identiti expressing a willing on the part of communication strategy to
go beyond the superficial and to investigate the brand's root level. The
concept of
Identiti is formulated on the basis of three qualities.
Durability.
Coherence.

Realism.

THE PRISM OF IDENTITI

Brand Identiti may be represented diagrammatically by six-sided prism.

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Brand Identiti Prism
E

Picture of the sender

Physique

I
O

A
Self-Image

Picture of recipient

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PHYSIQUE
A brand has a Physique a combination of independent characteristics which
may be either prominent or dormant. It derives its features from certain
key or prominent products of brand physique a necessity but not of itself,
sufficiently forming only the first stage in brand contribution.
PERSONALITY
A brand has a personality. It requires character. The easy way to
bestow personality on a brand is to provide it with a spoken person, a star or an
animal.
CULTURE
The brand has its own culture from which every product derives. The
product is the physical embodiment and vendor of this culture. Culture implies
a system of values, a source of inspiration and brand energy. The cultural face
relatives to the basic principles governing the brand in its outward signs. A
deep-seated face, it is the main spring for the brand.
RELATIONSHIP
A brand is a relationship. It often provides the opportunity for an
intangible exchange between persons. This is particularly true of service sectors.
R E F L E C T IO N
A brand reflects a custom er's im age. Reflection is not necessarily the
target, but the im age of that targ et w hich the brand offers to the pu blic.
It is a typ e of identification.
SE LF-IM A G E
T he sixth face of brand Identiti is custom er's self age. If reflection in
-im
the targ et's o u tw ard m irror, th e self ag e in th e targ ets o w n in ternal
-im
m irro r. Through our attitude

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Towards certain brands, we develop a certain types of inner relationship

with ourselves.
These are the six facts that define brand Identiti and its potential
territory. The brand Identiti prism demonstrates that these facts form a
structured whole. The content of one face echoes that of another. The
prism structure is derived from the brand does no exist unless it
communicates.
The facts to the left physique, relationship and reflection are the
social factors that give the brand its outward expression. All three are
visible facts. The facts to the right, personality, culture and self-image are
those incorporated within the brand itself, within its spirits.
BRAND POSITIONING
Brand positioning is not a unique selling proposition (USP). The USP is still
the best strategy for competitive advantage - provided it is persuasive
and sustainable. And there lies the rub.
"Position" what does it mean, then ubiquitous word that now crops
up in virtually every written or advertising, Rosser Rever would have it
that "Position" is but another name for its unique selling proposition."
But positioning is much broader and more versatile. It gives the brand
manager the advertising planner and creative person a whole battery of
strategies to choose from. To differentiate their brand in a manner that is
persuasive and sustainable - given when there is no USP.
Sustainable, because a position is the way you lock your brand
inside a customer's mind, where as a technological feature can be
duplicated, a competing brand cannot enter the perceptual territory that
you have occupied if you defined it well.

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P o sitio n in g is th e fo u rteen h ea d d e cisio n in m ark etin g an d ad v ertisin g . It

is fro m th is d ecisio n th at fo llo w s all o th er d ecisio n s o f th e M ark et M ix .
In the marketing terms, there is no thing as a product or service much exists
by itself in space, independent of the consumer. For a product to exist, it
must find a place in our individual consumer's perception is subjective,
governed by the individual consumer's values, beliefs, needs, experience and
environment.
In the section entitled "consumer's perceptual space" in his book
"Brand Positioning" Subroto Sengupta says The cognitive map of the individual is not a photographic representation
of the physical world. Every perceiver is as it were, to some degree a
non-representational artist, painting a picture of the world that expresses his
individual voice of reality.
This is the core thought behind brand positioning the idea that each brand
(if at all noticed) implies a particular point or space in the individual consumer's
mind, a point that is determined by that consumer's perception of the brand
in question and in its relation to other brands.
The spatial distance between the points in that, consumers mind reflects
the subjects perception of similarity or dissimilarity between products and
brands.
It is this concept of perceptual space that forms the theoretical basis for
brand positioning. The consumer's mind is regarded as a geometric perceptual
space, with product categories and brands occupying different positioning that
space.
A very successful worldwide consumer products company talks of
situating the brand in the prospect's mind. Today's cluster makes it

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advisable to give some thought to know how best to help the consumers
situate the product within her existing frame of reference.
If we carried the analogy of the consumer's mental map further, we can
say that the sites or position on that map are not for outright sale. A brand
can hope at best to occupy such a position as a tenant, for periods that will
vary according to the quality and quantity of marketing efforts behind that
brand. Our strategy must therefore be to create a perception for own brand
in the prospects mind so that it stands a part from competing brands and
approximates much more closely to what consumers want.
Product position refers to a branch objective (functional) attributes in
relation to other brands. It is a characteristic of the physical product and
its function features.
Position on the other hand refers to brands subjective (perceived) attributes
in relation to competing products.
This perceived image of the brand belongs not to the product but rather
in the property of the consumer's mental perception and in some
instances, could widely differ from a brand's true physical characteristics.

COMPONENTS OF POSITIONING
P ro d u ct clan o r th e stru ctu res o f th e m ark et in w h ich th e b ran d w ill
co m p ete. T o give a specific nam e to such a category is not alw ays easy
since the boundaries are fluid.
C o n su m e r se g m e n tatio n . It is im p o ssib le to th in k o f a p o sitio n fo r a
b ra n d w ith o u t at th e sam e tim e co n siderin g the seg m en t fo r w h ich it
offers b enefits th at o th er b ra n d s d o n o t. P o sitio n in g an d seg m e n tatio n
are lik e tw o sid e o f a c o in , inseparable an d integrated.

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C o n su m e r p erce p tio n o f o u r b ran d is re lativ e to c o m p etitio n , w h ich

lea d s to p ercep tu al m ap p in g . A n essential to o l to m easu re w h ere bran d s
are lo cated in th e p erce p tu a l sp ac e o f th e ta rg et c o n su m er.
M u ltid im en sio n al sc alin g is a w id ely u sed m eth o d fo r su ch m ap p in g .

It h as b e co m e co m m o n to an alyz e b ran d s a cc o rd in g to th eir

p o sitio n in g . T h e term ap p lie s to p ro c ess o f e m p h a sizin g th e b ra n d s
d istin ctiv e an d m o tiv atin g a ttrib u tes in th e b o u g h t o f co m p etitio n .
P o sitio n in g refers to b elo n g in g n ess an d d ifferen ce to w h at p ro d u ct
se g m en t d o es th e b ra n d a n d w h a t is its sp e cific d ifference. It is b ased on
an analysis of respo nse to th e follo w in g fou r q uestio ns.
W h y?

Opposed to Whom?

For Whom?

W hen?
9
Why or for what: What is the specific consumer benefit or exclusive
motivating attributes
9
justifying the brand? E.g. innovation, design and sophistication.
9
When: This indicates the occasion on which to use the product for.
9For Whom: This indicates the target e.g. Adults, Techniques etc.
9
Opposed to Whom: In today's context this function points to the
main competition those brands from one aspires to capture clientele.
9
Position is a useful concept. It reminds that a product is nothing
unless it has been clearly positioned in peoples minds versu s the
competition.

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POSITIONING TECHNIQUES
The various positioning techniques that can give the brand a com petitive
advantage are:POSITIONING BY CORPORATE IDENTITI
W e see this m ost often w ith durables w hen tried and trusted corporate
Identiti or source w hich has becom e a household nam e for som e products
like, P e te r E n g la n d o r A lle n S o lle y w hich is used to im ply the
com petitive superiority of new er products bearing that nam e.
P O S IT IO N IN G B Y B R A N D E N D O R S E M E N T
W hen a b rand h as prov ed v ery su ccessfu l th e m ark eter can
ex p lo it th e strength of that nam e for enduring another product category.

PERCENTAGE
Because of where it comes from, who makes it, who sells it, who
performs it etc. The three ways of percentage positioning are brand, company
and person.
CATEGORY-RELATED POSITIONING
An important differentiating strategy when an existing product
category is tool crowded is to take the same base product and positioning it in
another category, provide the attributes of the product can make consumer
expectations from that category. The Brand will this be perceived by
prospects in different light. This is referred to as "macro positioning or interest
positioning."

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BENEFIT RELATED POSITIONING

A well-made product would usually offer more than one benefit.
Promises of multiple benefits, however tend to get, lost because they leave
in the consumer's
mind a vague and diffused imprint. Successful consumer
products promise due or at the most two benefits and brand franchises and
centered on those specific benefits. Thus we have opportunity for
differentiating of similar products based on benefit positions that have not yet
been occupied.
Consumers, who are similar in important ways, tend to cluster around
the same benefit. Other consumers would cluster around other benefit this
enables differentiation in a product market and has well documented as
benefit segmentation.

Common
product
Brand B Direction

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Product Line Ownership among Brands

POSITIONING BY USAGE, OCCASION AND TIME OF USE.

Positioning by usage, occasion or application is another strong
differentiating strategy. If the brand employs this strategy well, it can
gradually pre-empty that particular usage, find a strong position and sit
on it. Similar products can be differentiated based on usage. Positioning
is also based on performance.
PRICE - QUALITY POSITIONING
This is a simple corrupt but a powerful one in a developing economy
likes that of Kenya and India. The consumer looks at the product in a
category, at different levels of price offerings, different standards of
quality and decides which price - cum - quality level is most suitable for a
given nod.
When a consumer is satisfied with the value for money brand
which he has purchased, he is likely to feel reinforced in his decision
when the advertising for that brand creates an image that places it above
its perceived rung on the price quality ladder. A dual purpose is being
served here. The tangible product given the target consumer, value for
money satisfies him. The added subjective values of the brand created
through advertising and packaging into his aspirations, which are usually
pitched higher than actually and make him feel doubly good about his brand
choice.
POSITIONING BY UNIQUE ATTRIBUTES
Positioning in brand on some unique future or benefit that
makes it superior to competition. This is the relevance of positioning a

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brand by its features or attributes, giving the brand a differential

advantage because of some unique or inclusive features or attribute that
formulates into a benefit for the customer.
POSITIONING BY COMPETITOR
Positioning by competitor is an offensive strategy. A special
king of clinching argument as to why the brand should be preferred in
through direct comparison with the competitor wished to be dislodged.

REASONS FOR BRAND FAILURE

There are a number of reasons, which contribute to brand failure. Anjan
Chaudhari examines brand failure in India as well as abroad. In India 25% of
project failures are due to input problems, 41% due to management
bottlenecks such as incompatible technology, poor assessment of
competition and 22% due to marketing problems.
This is project - appraisal oriented approach to strategic failure or success
Hamel and Prahland in their product approach to failure seek to answer
four questions.
1. Did we learn anything to improve the product for launching it next time?
2. Did we have reasonable expectations from the market?
3. Can we quickly recalibrate and try again?
4. Does the potential of opportunity warrant another try?
They contend that if the answer to all the questions in "NO" only then
can the product or brand be termed as failure. According to Davidson
analysis of brand failures in United Kingdom, most brands that fail are metoo products that are not significantly different from the ones already
available. He lists several behavioral reasons for failure of new products.

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Hurriedly launching products, the eye being on the competition
rather than the customer.

Launching products simply because it is company policy to
launch a certain number every year

Inability of brand managers to speak up against products that are
rushed through.

Development of vested interests around a new

brand's launch.

Overestimation of strengths like company reputation.

Inability to look at changes in the environment because too much
involved in brand development.
Rajan Chubba, in a novel approach of predicting brand failure
calculates the Delta Habit factor. This is composed of the rating that a product
gets for 6 dimensions:

Changing the duration of consumption of the product

Evolving new occasions for the use of the product

Changing sharing

Changing frequency of the purchase

Changing frequency of use

Doing new thing
This leads to the conclusion that inability to change use/buying habits is
the reason for brand failure.
We can generally say that brand failures can be attributed to
o Unrealistic features
o Cultural reasons

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o Wrong Positioning
o Failing in the Brand Extension Trap
o Lack of viable niche/segment
o Me-too Strategies
o Lack of attention paid to the life cycle of the product

UNREALISTIC FEATURES
Unrealistic features are those, which lose their novelty after "launch
phase or those which consumers are unable to associate them with.
CULTURAL ASPECTS (REASONS)
Eating is one of the most deep-rooted aspects of culture and changing
eating and drinking habits in a society is probably one of the most
difficult tasks of a marketer.
WRONG POSITIONING
Positioning a brand in the minds of the consumer is a major
marketing decision as this is linked with the perception of consumers.
Brand positioning can run a good product and a creative positioning
could revive a sagging brand.
BRAND EXTENSION TRAP
Ries and Trout Pundits of positioning warn marketers of brand
extension trap, i.e. making use of a brand (which has been successful in one
category) by extending it typically to another category, which has very little
linkage with the original category. Consumers who have all long
associated the brand with a particular product may find it difficult to
extend it to another category. But a marketer of consumer products
(especially) will have to analyze the brands equity before extending it to another

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category. A global example is the case of "XEROX" failing to make a mark in

computers.
LACK OF A VIABLE SEGMENT / NICHE
Focusing on a profitable, small segment is an effective strategy especially
for premium products such as scotch whiskies marketed in India. A number of
brands are adopting this strategy successfully but there are a few brands that have
not met with much success over the years.
"ME-TOO" STRATEGIES
C o m p e tito rs w h o ad o p t m e -to o strate g ies can n o t alw a ys co p y a b ra n d
th a t h as m a d e a p io n e erin g im p act. W h en a p io n e erin g b ra n d h as m a d e im p ac t, it
m a y b e d ifficu lt to co m p ete w ith th e b ra n d in th e p e rce p tu a l field o f th e
co n su m e r. M a rk eters co u ld su cc ee d o v er a p erio d o f tim e. M o re stra te g ic
d isc re tio n h as to b e ex e rc ised in n o n -d u ra b les an d "im p u lse " categ o ries w h e re
failu re ra tes a re higher.

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Profile of Global Clothing Pvt. Ltd.

To study about the Apparel Buying Behavior of Youths towards Identiti, we need to
know about the profile of the company, which markets the brand IDENTITI. Identiti is a
brand of ready-made garments marketed by Global Clothing Pvt Ltd.

History
Indian Designs and New Age Apparels Pvt Ltd are the parent company of Global
Clothing Pvt. Ltd. These are the two 100 percent Export oriented Companies who have
carved a niche for themselves as exporters of top quality garments to the discerning
buyers of Europe and USA since 1989. and the turn over of this top Group is about Rs. 40
crores. The driving force behind these achievements is the commitment of highly skilled
members drawn for every segment of the fashion business.

Promoters
The same team of entrepreneurs who started Indian Designs and New Age Apparels
established Global Clothing Pvt.Ltd in 1998. Global Clothing Pvt. Ltd was established
with a view to extensively serve the needs of the domestic market under its brand name
IDENTITI, which is amalgamation of Youthful exuberance, creative imagination and
mature restraint.

The beginning of Global Clothing Pvt. Ltd

Global Clothing Pvt Ltd purely caters to the needs of domestic market. Starting with
one retail store in Commercial Street, the exclusive shopping destination of the young-inage and young-at-heart of Bangalore, IDENTITI has spread its distinctive presence into
other centers through Multi brand Outlets.

Vision of the company

At Global Clothing Pvt. Ltd they aim at building fashion and clothing and creating the
name IDENTITI in the minds of every individual. They seek success throughout India.

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T h e w id e r a n g e o f ID E N T IT I:
B A SIC S:
S im p le silh o u e tte s in v a rio u s fa b ric s a n d fits. P rin te d
o r m o n o c h ro m a tic b o d ie s. F itte d , slim o r re g u la r fits a n d v a rie tie s
o f c u ts a n d sty le s.
URBAN W EAR:
C lo th in g fo r th e u rb a n y o u th , th e ra n g e is w o rk e d u p o n th e
l a t e s t t r e n d s , f o r e c a s t, t h e m e s a n d f a s h i o n h a p p e n i n g a r o u n d t h e
g lo b e . S h irts, te e s, tro u se rs, v e sts, a n d p a rt o f th e ra n g e a n d fa b ric
a p tly se le c te d fo r th e p ro d u c t o f th e h ig h e s t q u a lity .
PARTY W EAR:
T h is se g m e n t o f c lo th in g fo llo w s th e p h ilo so p h y : w o rk h a rd
a n d p a rty h a rd . L a te st p a rty a n d c lu b th e m e m a k e u p fo r th e
ra n g e . T h e fa b ric a n d c o lo rs a re w h a t m a k e s th is ra n g e v isib ly
d iffe re n t, w ith th e c o lo r sp e c tru m g o in g fro m e m e ra ld , w in e , a n d
b u rg u n d y to d e e p b lu e . T h e silh o u e tte s c o m e in fitte d e le g a n t a n d
tre n d y c u ts.
A C C E SS O R IE S:
In c lu d e s c a p s, b a g s, c e ll p h o n e p o u c h e s, w a tc h e s, p u rs e s a n d
w a lle ts
SEASO NS:
At

ID E N T IT I

we

m ake

fo u r

rang es

per

yea

as

per

in te rn a tio n a l b re a k u p .

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SP E C IA L R A N G E S
E x c lu siv e s m e a n t fo r th e v e ry sp e c ia l o c c a sio n s o f th e y o u n g b e it th e V a le n tin e s D a y o r F rie n d sh ip D a y o r th e e v e n m o re
sp e c ia l h a p p e n in g s in v o lv in g th e y o u n g -F o r m u la o n e fo r th e
a fic io n a d o s o f M o to r ra c in g a n d th e o n c e in -so m a n y y e a r. A n d
a lso W o rld c u p e v e n ts in F o o tb a ll, C ric k e t, G o lf a n d th e lik e .
BRAND
ID E N T IT I is a u n iq u e C a su a l a n d F o rm a l w e a r b ra n d w ith
sty liz e d c u ts a n d v a rie ty o f fa b ric s. T h e sty lin g is y o u n g a n d
tre n d y w h ile th e c u ts a re in sy n c w ith th e ir c lie n ts p ro file . T h e
fa b ric s a re c h o s e n w ith g re a t c a re a n d a tte n tio n to p ro v id e
d u ra b ility a n d e x c e lle n t fe e l. ID E N T IT I c a te rs e x c lu siv e ly fo r
m e n a n d w o m e n in th e a g e g ro u p o f 1 6 -2 6 , p rim a rily in to w e ste rn
w e a r. A n d th o se y o u n g a t h e a rt.
T H E D E SIG N T E A M :
A p o o l o f th e y o u n g a n d b rig h t ta le n ts p ro fe ssio n a lly q u a lifie d
a n d n u rtu re d in in stitu tio n s o f re p u te fo r m s th e c o re o f th e d e sig n
te a m o f ID E N T IT I. S e p a ra te sp e c ia lists ta k e c a re o f w o m e n s
w e a r a n d m e n s w e a r se c tio n s, k e e p in g th e id e a ls a n d sp rit o f
ID E N T IT I c lo s e to th e ir h e a rt.
THE FUTURE:
ID E N T IT I V IE W S T H E F U T U R E W IT H G R E A T
A N T IC IP A T IO N A N D C O N F ID E N C E , W IT H A M B IT IO U S
P L A N S O F E X P A N SIO N .

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Introduction
Consumer behavior reflects the totality of consumers decision with respect to
the acquisition, consumption, and disposition of goods, service, time and ideas by
decision-making units. Consumer behavior involves not only buying but also the
manner in which the consumer buy.
Buying represents one type of consumer acquisition behavior. After a product
has been acquired, it will be typically be used in some manner. Finally consumer
behavior involves understanding consumer disposition behavior. With respect to
branded garments, consumers look forward for the best in quality, style, choice
and comfort.

Statement of problem
Marketers often segment consumers by age. The basic logic is that people of
same age go through similar life experiences and therefore share many common
symbols and memories which in turn may lead to similar consumption patterns.
Identiti is one of the branded garments marketed by Global Clothing Pvt. Ltd.
Global clothing is a New Generation lifestyle brand marketing company catering
to the domestic market. Global clothing is the team of young talents,
professionally qualified and well nurtured institution. The company basically

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targets the age group of 16-26 years. However it is not sure whether this segment
is more profitable. Hence the study has been conducted to know, the target market
for Identiti wear.

Objectives of the study

To conduct this research the following objective was considered
To ascertain the apparel preferences of the youths.
To study the factors influencing apparel purchasing decision
To study the extent of brand loyalty towards clothing among the

youths

To assess the present marketing strategies of Global Clothing Pvt. Ltd. and to
suggest measures for improvement.

Scope of the study

The scope of this study was to know the awareness of the buying behavior of
brands
in Bangalore city and the data was collected in four showrooms at,
Identiti, Commercial street, Bangalore
Identiti, Brigade Road, Bangalore
Identiti, Indranagar, Bangalore
Identiti, Jayanagar, Bangalore

Methodology
a)

Type of Data: The opinion and preference of the youth customers of

Identiti wear formed the primary data. The background of marketing, consumer

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marketing, background of Global Clothing Pvt. Ltd., and information about

Identiti formed the secondary data.
b)

Source of Data: The source of data collected for primary ands secondary data

were: primary data: The existing and prospective customers of Identiti wear, who
visited the Identiti showroom.
Secondary data: The data regarding the organization was collected from the
articles and information provided from the company.
b)

Tools for collection Data:

c)

The primary data was collected at four identity showrooms and and

targeted to the age group of 16 to 26 years.

Sample size
A sample of 100 questionnaires was administered to the youth customers
irrespective of whether the customers purchased the Identiti wear on not.

Sampling technique
The sampling technique followed was, administrating these 100
questionnaires to the youth customers selected on convenience basis in the absent
e of any data base about the customers. That is irrespective of whether the
customers purchased identity wear or not, but for whoever walked into the
showroom the questionnaire given.

Technique of analysis
To know the customers response, the statement in the questionnaire was
made on par with the objectives of the study.

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For the first objective i.e., to ascertain apparel preferences of the youths towards
clothing, customers were asked, the type of clothing they usually prefer. And also
to know their preferences regarding branding and unbranded clothes customers
were asked the reasons for the same, to know the preferences towards branded
garments, statements. Were made like for example, you wear branded garments
frequently and the customers were asked to tick there response whether they
completely agree, agree, neutral, disagree or completely disagree with the
statement made.
To study the factors influencing apparel purchasing decision customers were
asked the influential factors in selecting a particular brand and also about the
people who help in deciding the type of clothing they want to purchase, which
may be parents, friends, relatives or self.
To study the brand loyalty among the youths, customers were asked, about
the various alternatives they would opt if the brand their choice were not available.
And the customers were also asked questions on frequency of purchasing branded
garments the percentage of branded clothes in their wardrobe and also their
willingness to change the brand if a better brand is offered to them.
Similarly to know the marketing strategies of the company customers were
asked about the level of satisfaction towards the product and were asked to tick the
options for the respective statements.
The data collected in this manner was categorized and tabulated in the table form. For
the tables regarding the response for preferences and for level of satisfaction,
weighted average mean was calculated and accordingly the response was considered.

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DATA ANALYSIS & INTREPRETATION

The study entitled apparel buying behavior of youths for global clothing private ltd,
was carried out to address the problem with the objectives of ascertaining apparel
preferences of the youths, the factors influencing their purchase decision, to extent of
brand loyalty among them and to access the marketing strategies of the global clothing
private ltd.

To achieve the objectives, data was collected from the company and the
existing and potential customers for this purpose 100 customers in the age group
of 16 to 26 years were selected and a structured questionnaire was administrated.

For the primary data a structured questionnaires was administered to youths in

the age group of 16 26. A sample of 100 questionnaires was administered to the
youths and the response were collected. The customers were selected on
convenience basis irrespective of whether the customers purchased the identity
wear or not, but for who ever walked into the showroom the questionnaires was
given.
The data so collected has been analyzed in this chapter:

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Gender indicates proportion of Male and Female customers who have

visited IDENTITI showroom. It has been well documented that males and
females can differ in traits, attitudes, and activities that can affect
consumer behavior. Hence the gender details of the respondents were
collected, which has been shown in the diagram.

Table No: 1
Table showing the gender of the youth respondents

Number of Respondents

Percentage

Male

33

33

Female

70

70

Total

100

100

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From the above diagram, it is clear that 70% of the respondents were female
customers, who visited IDENTITI showroom and only 30% of them were male
customers.
Majority of the respondents were female customers who visited IDENTITI
showroom.

The respondents were asked some basic questions about their qualification and
occupation considering that these have an influence on purchase decision. Data
collected has been shown below.
Table No:2

Table showing Qualification of the Respondents

Number of Respondents

Percentage

Under Graduate

21

21

Graduate

40

40

Post Graduate

28

28

Professionals

11

11

Total

100

100

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The figures in the table show that 40% of the respondents are graduates. Another
28% of them postgraduates and 21% area undergraduates. Only 11% of them are
professionals.
Majority of the respondents are graduates.

In order to know the family background of the respondents, they were asked to specify
the number of members and the number of earning members in their families
respectively. This has been shown below.

Table No:3
Table showing No of Members in the Family of the Respondents

No of respondents

Percentage

1-3

17

17

4-6

81

81

7-9

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Total

100

100

The table shows that 81% of the respondents belong to families with 4 to 6
members and 70% of them are from the families with 1 to 3 members and only 2%
are from the families with 7 to 9 members.
Majority of the customers are from the families with 4 to 6 members.

Table No:4

Table Showing No of Earning Members in the Family

No of Respondents

Percentage

1-2

70

70

3-4

28

28

5-6

Total

100

100

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The table shows that 70% of the respondents area from the families are with 1 to 2
earning members, 28% are from families with 3 to 4 earning members and only
2% are from families with 5 to 6 earning members.
Majority of respondents are from families with 1 to 2 earning members.

Income is the vital part of any persons life. The life style, status etc everything depends
on their income. Also an average earning person cannot go for branded garments.
Particularly, IDENTITI is a premium brand, whose price is rate accordingly. To know
what classes of people go for branded garments we can analyse following table.

Table No:5
Table showing Monthly Income of the Family of the Respondents

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No of Respondents

Percentage

Below 10000

10000-20000

22

22

21000-30000

29

29

31000-40000

14

14

41000 & Above

22

22

No Response

Total

100

100

The monthly income of the 29% of respondents is between rs 21,000 to 30,000

and 22% of them earn between rs 10,000 to 20,000, 14% of the families earn
between rs 31,000 to 40, 000 and 16% earn above 41,000 and there is no response
from 9% of the respondents.
The total family income of the majority respondents was Rs 21,000 to 30,000.

Income always decides the expenditure of the family. People plan out their
expenditures. It includes whether, why, when, where, how, how much and how
often they should spend their money. So the following table has been analysed to
show the monthly expenditure of the families.

Table No: 6

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Table showing Monthly Expenditure of the Family

No of Respondents

Percentage

Below 10000

28

28

10000-20000

37

37

21000-30000

14

14

31000-40000

06

06

41000 & Above

06

06

No Response

09

09

Total

100

100

The 37% of the families spend between Rs 10,000 to 20,000 per month, 28% of
them spend below Rs 10,000, and 14% of them between 21,000 and 30,000. Also
6% of them spend between Rs 31,000 to 40,000 and above respectively. There
were no response from 9% of the respondents.
The Monthly Expenditure of Majority of the Families is between Rs 10000 20000

Today the market is flooded with various kinds of clothing. So people have wide
choice in clothing, and each ones choice differ. To know what type of clothing the
youths prefer as been analyzed below.

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Table No:7

Table Showing the Type of Clothing Preferred by the

Youths
No of Respondents

Percentage

Salwars

37

11.04

Tops

60

17.91

Trousers

48

14.33

Dress Material

10

2.99

Kurtas

19

5.67

Shirts

25

7.46

Jeans

71

21.19

T-Shirts

65

19.40

Total

335

100

It is clear from the above that 21.19% of the respondents prefer shopping jeans.
The next highest been 19.40% prefer T-shirts, 17.9% prefer tops and only 2.99%
of them prefer buying dress materials.

Youths usually prefer casual wears with majority of them first

opting for jeans, and then tops and T-shirts.

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People while on shopping would like to shop either alone or in the company of
relatives, friends, spouse, etc. i.e. to shop with someone whom they are
comfortable with. When shopping for clothing people are generally very particular
and would like to shop the best of clothing. They will either do it themselves or
may take the help of others, to know this the following table is analyzed.

Table No: 8
Table Showing the People who help in Deciding the type of Clothing to Youths

No of Respondents

Percentage

Parents

10

6.94

Self

88

61.11

Friends

30

20.83

Relatives

06

4.17

Spouse

08

5.56

Others

02

1.39

Total

144

100

The above figures indicate that 61.11% of the respondents decided on their own
type of clothing to be purchased. The next 20.83% take their friends who help in
deciding the clothing, and only 1.39% of them take the help of others deciding the
type of clothing they want to purchase.
Youths generally decide clothing on their own.

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Today on global stage Indians are not just idol bystanders; they dont just take
whatever is given to them. They expect things of better and higher quality. Today
branded garments are held in high prestige and compared to the unbranded ones.
This is because branded garments are considered to be the symbol of high quality
assurance and value for money.

Table No. 9
Table Showing the Preferences of the Youths with regard to Branded/Unbranded
Garments
No of Respondents

Percentage

Branded

77

77

Unbranded

23

23

Total

100

100

Youth prefer buying branded cloths.

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Unbranded garments are purchased for various reasons like reasonable price,
varieties, designs, and so on. To know the reasons of purchasing unbranded
garments, the following table has been analyzed.

Table No:10
Table Showing Reasons For Buying Unbranded Clothing

No of Respondents

Percentage

Tailor Made

17

5.26

Price

33

24.81

Availability of Colors

13

9.77

Verities

37

27.82

Designs

29

21.80

Others

Total

133

100

The figures in the table shows that 27.82% of the respondents buy unbranded
cloths because of the varieties available, and 21.8% buy unbranded cloths for its

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price and the remaining 21.80% buy because of the designs available in unbranded
cloths.
The customers prefer unbranded clothing because of the varieties available and
also because of it reasonable prices and designs.

Customers prefer branded clothes for various reasons like quality, price, values,
popular, etc and the importance of each variable may differ from person to person.
To know the reason for preferring garments in the order preference.
Table No:11

Table Showing the Reasons for Preferring Branded

Clothes
Weighted Arithmetic

Ranking

Mean
Quality

7.36

Price

3.67

Popularity

3.85

Varieties

4.69

Availability of colours

3.49

Availability of Sizes

3.86

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Designs

5.05

Durability

4.78

It is clear from the above that quality is important factor which is considered the
most while purchasing. The second important for considering branded are the
availability of designs in it. There are lot of designs available in the branded
garments that is why customers prefer them to unbranded garments. Durability is
ranked third, availability of the varieties is fourth, availability of sizes is fifth.
Next comes popularity followed by price. The least important reason why youths
go for branded garments is availability of colors.

In general, youths prefer branded garments because of its

quality, followed by designs of the garment and durability.
Colors availability and price were the least preferred.
People may be influenced by the various factors for selecting a particular brand. For
example, people may buy particular brand, which would enhance the self-image, or their
friends, role models, or advertisements may influence status or them. Fashion also plays
an important role in selecting a particular brand, people wound like to buy the brand,
which is currently in fashion. To know the influential factor in selecting a particular
brand the following has been analyzed.

Table No :12
Table Showing the Factors Influencing the Youths In Selecting a Particular Brand

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Factors

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Weighted Arithmetic

Ranking

Mean
Self Image

4.85

Peer Influence

2.60

Advertisement

3.33

Role Model

2.29

Status

2.68

Fashion

4.68

As per the table, the main influential factor for selecting particular brand by the
customer is their self image followed by fashion, advertisement, status, peer
influence, and the least important factor is the role model.

Youths select a particular brand to enhance their self-image.

Brand loyalty is the state of satisfaction where the customers are reluctant to change the
brand, which they are currently using because of the satisfaction the brand has yielded to
them. Evidence suggest that loyal customers those who have a strong commitment to a
brand, a service, or retail store show strong resistance to counter persuasion attempts. To
know if the customers are satisfied with the brand, the following analysis has been made.

Table No:13
Table Showing the Action of Responses when Preferred Brand is not Available

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No of Respondents

Percentage

33

42.86

22

28.57

22

28.57

77

100

Buy the available

brand
Wait For your
Brand to Come
Buy Unbranded
ones
Total

The data shows that out of total number of 77 respondents who usually buy
branded garments 42.86% respondents will buy the available brand if there brand
is not available in the market and 28.57% of respondents will wait for their is
brand t come also the same percentage says that if their brand is not available they
will purchase the unbranded garments.

Majority of the youths will buy the available brand if brand of

their choice is not available.
Usually branded garments are highly priced: I t may because of their reputation
they hold in the market but considering the prices are worth the quality of branded
garments a statement saying `The price of branded garment is low` was put forth
and the response to the statement is listed below.

Table No:14

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Table Showing the Opinion of the Customers towards

Pricing of Branded Garments
No of Respondents

Percentage

Completely agreed

16

Agree

15

30

Neutral

15

30

Disagree

14

No Response

10

Completely Disagree

Total

50

100

The response for the statement was little contradractry as 23% of the respondents
disagreed with the statement. However 38% has chosen the remain neutral which
shows that they partly agree and partly disagree the statement. And only 17% of
the customers have agreed with the statement.

The youths have given a neutral response towards the

statement that the price of branded garment is low.

There are huge number of branded garment manufacturers in the country today with very
tight competition between different brands, the manufacturer go for lot of advertisement
to make people aware of their brands. To know how far IDENTITI were as reached the

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people, a statement saying weather they are aware of IDENTITI earlier as been asked as
the response was as follows.

Table No:15
Table Showing Awareness of IDENTITI Brand among the Youths
No of Respondents

Percentage

Aware

71

71

Not Aware

29

29

Total

100

100

The table implies that 71% of the youth are aware of IDENTITI brand. Still
around 29% of them were not aware of this brand earlier.

The awareness of IDENTITI brand among the youth is good

but more advertisement can add to the awareness

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It is very important for a brand to create a place in the minds of the people. People
have to be made known that a particular brand is available in the market only then
will a brand attract customers towards it. There are various sources of awareness
like television, radio, word of mouth, newspaper etc. To know the sources of
awareness the following table is analyzed.

Table No:16
Table showing the sources of awareness of IDENTITI wear among youths

No of Respondents

Percentage

By Word of Mouth

43

48.31

Newspaper

22

24.72

Any other

24

26.97

Total

89

100

Note: some respondents were aware of IDENTITI from more than one source.
The table shows that 48.31% of the youths were aware of the IDENTITI wear through the
word of the mouth. 26.97% wear aware through other sources mainly window-shopping
and 24.72% of the customers wear aware about IDENTITI through newspaper.

The respondents were aware of the IDENTITI wear by the

word of the mouth and also through the window shopping .
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For any brand of garment there will regular customers and also prospective customers. In
order to find out the number of regular customers of IDENTITI, the respondents were
asked if they had purchased IDENTITI wear before and the response were as follows.

Table No.17
Table showing the earlier purchase of IDENTITI wear by youths
No of Respondents

Percentage

Purchased earlier

65

65

Not purchased earlier

35

35

Total

100

100

The figures in the table shows that 65% of the respondents had purchased
IDENTITI wear earlier as against 35% who had not purchased IDENTITI wear.
Most of the customers visiting IDENTITI showrooms are the regular customers.

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To go for any branded garments, the design and style of the same must be
attractive, such that the person should never think of changing their brand. Hence
to know the satisfaction level, we can study the table below.
Table No.18
Table showing the level of satisfaction towards design and style of IDENTITI
No of Respondents

Percentage

Highly satisfied

12

12

Satisfied

60

60

Neutral

24

24

Dissatisfied

Highly dissatisfied

Total

100

100

From the table it is obvious that 60% of the youth customers are satisfied and 12%
are highly satisfied with the design and style of the IDENTITI wears. And only
24% of the customers have remained neutral. And 4% of the customers are
dissatisfied with the same.

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Majority of the youths customers are satisfied with the

design and the style of the IDENTITI wear.

People look smart only when the colours and shade of the out fit suit them better. And to
know whether existing colors and shades of the IDENTITI wear are satisfactory or not,
we go through the following tables

Table No.19
Table showing the customer satisfaction towards the availability of colours and
shades in IDENTITI wear
No of Respondents

Percentage

Highly satisfied

Satisfied

41

41

Neutral

36

36

Dissatisfied

17

17

100

100

Highly
dissatisfied
Total

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The above table shows that 41% of the youths customers were satisfied with the
colour and shades available in IDENTITI wear 36% of them have their opnion as
neutral another 17% of them of the customers were dissatisfied with the same.

Majority of the youth customer are satisfied with the

availability of the colours and shades in IDENTITI wear.

With all the best features and high quality, the out fits are made and displayed in
the showroom. Ultimately it is the sales people who have to make the customers to
purchase with very good services at the showroom. When this was asked and as
how the service was provided in the showroom the customers response was as
follows.

Table No.20
Table showing the customer satisfaction towards the services provided in the
IDENTITI showroom.
No of Respondents

Percentage

Highly satisfied

24

24

Satisfied

52

52

Neutral

20

20

Dissatisfied

Highly dissatisfied

Total

100

100

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It is obvious from the table that 52% of the customers were satisfied and 24%
were highly satisfied with the service provided in the showroom. Only 20%
remained neutral, which means the service provided is good.
Majority of the youths were satisfied with the services provided in the IDENTITI
showroom.

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Gender of Respondents
70
60
50
Number of
Respondents
Percentage

40
30
20
10
0

Male

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Female

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Qualification of Youths

11%

21%

28%
40%

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Under Graduate
Graduate
Post Graduate
Professionals

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Number of Members in the Family

90
80
70
60
No of
respondents
Percentage

50
40
30
20
10
0

1 to 3

4 to 6

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7 to 9

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Number of Earning Members in the

Family
80
70
60
50

No of
Respondents
Percentage

40
30
20
10
0
1 to 2

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3 to 4

5 to 6

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Monthly Income of the Family

9%

4%

22%

22%
14%

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29%

Below 10000
10000-20000
21000-30000
31000-40000
41000 & Above
No Response

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Monthly Expenditure of the Family

6%

9%
28%

6%
14%

Below 10000
10000-20000
21000-30000
31000-40000
41000 & Above
No Response

37%

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Clothing Prefered by Youths

11%

19%

18%

22%

Salwars
Tops
Trousers
Dress Material
Kurtas
Shirts
Jeans
T-Shirts

14%
7%

6% 3%

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Influencers in Buying Decisions

Parents
Self
Friends
Relatives
Spouse
Others

4% 6% 1% 7%
21%

61%

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Preferences with regard to

Branded/Unbranded Garment
80
70
60
50
40

Branded
Unbranded

30
20
10
0

No of
Respondents

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Reasons for Buying Unbranded

Clothes
Tailor Made

22%

Price

3%

13%
25%

27%

10%

Availability of
Colors
Verities
Designs
Others

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Reasons for Prefering Branded

Clothes

Quality
Price
Popularity

4.78

Varieties

7.36

5.05
3.86

3.67
3.49

4.69

3.85

Availability of
colours
Availability of
Sizes
Designs
Durability

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Factors Influencing in selecting

particular Brand

4.68

4.85

2.68

2.6
2.29

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3.33

Self Image
Peer Influence
Advertisement
Role Model
Status
Fashion

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Action of Youths When Preferred

Brand is not available

29%

42%

29%

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Buy the available

brand
Wait For your
Brand to Come
Buy Unbranded
ones

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Opinion of customers towards

Pricing of Branded Garments
35
30
25
20
15
10
5
0

i
om N o s a g l
pl R e r e e
et
el s p o
y
D nse
is
ag
re
e

tra

eu

re

Ag

om

pl

et

el

ag

re

ed

No of
Respondents
Percentage

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Awarness Of Identiti Brand among

Respondents

Aware
Not Aware

29%

71%

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Sources of Awarness of Identiti

Brand among Youths

27%
48%

Any other

25%

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By Word of
Mouth
Newspaper

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Graph Showing Earlier Purchase of

Identiti Wear
70
60
50
40
30

65

No of
Respondents
35

20
10
0

Purchased
earlier

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Not purchased
earlier

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Level of Satisfication towards Design

& Style of Identiti
Highly satisfied

24%

0%
4%

12%

Satisfied
Neutral
Dissatisfied

60%

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Highly
dissatisfied

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Customer Satisfication towards

Availibility of Colours and Shades

17%

2% 4%

41%

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

36%

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Customer Satisfaction towards

services provided in showroom

Highly satisfied
20%

0%
4%

24%

Satisfied
Neutral
Dissatisfied

52%

Highly
dissatisfied

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The study on apparel buying behavior of youths was conducted in par with the
objectives-to ascertain apparel preferences of youths, the factors influencing their
decision, the extent of brand loyalty among them. This has been analyzed in
chapter 4. And on the basis of these, findings, conclusions are dealt within this
chapter.

FINDINGS

Most of the youth customers who visited Identiti show room were female
customers.
Customers were students and employed graduate and postgraduate.
Most of the youth customers were from families with 4-6members, of
which the number of earning members was 1 to 2.
The family income of youth customer is between Rs21000-30000

The monthly expenditure of the families of 37% of the youth customers is

between 10000-20000 .

The youth customers like wearing jeans, tops and t-shirt.

Youth customers generally decide clothing on their own.

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Most of the youth customers usually buy branded clothes because of its
quality and self-image has been the influential factor in selecting a
particular brand.
The youth customers prefer unbranded clothes first, because of its varieties
and then for its prices and designs. In general respondents prefer unbranded
clothes because of its price availability of designs and varieties.
Most of the youth respondents will buy the available brand if their regular
brand is not available.
More number of customers when compare to the youth customers are
willing to change their brand if they are offered a better brand.
Youth customers felt that branded garments were more comfortable.
There was awareness of identity wear among the customers by the word of
mouth.
Most of the youth respondents were repeat buyers.
Identity tops are the most preferred by the youth customers followed by
trousers.
Youth customers were satisfied with the designs and style of identity wear.
Youth customers were satisfied with quality of fabric, colors, and shades.
They also felt that the prices of identity wear are reasonable.

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The choices of ranges were found to be satisfactory by the customers.

The service provided in showroom was found to be good by the visitors.
Youth respondents at all level felt that prices of branded garments were
reasonable.

CONCLUSIONS

The youths were either students or employed graduates and

postgraduates. They belong to families with 4 or 6 members
with one to 2 earning members and the total income of the
family being Rs 21000 30000. Also the total expenditure of
the family was between Rs 10000 20000.
In clothing youths prefer casual wear like Jeans, Tops & TShirts. They decide clothing on their own.
Customers usually buy branded clothes because of its
quality. But some also buy unbranded clothes because of its
price. Self image has been the influential factor in selecting a
particular brand. Customers are not brand loyal as they are
willing to change their brand if they are offered a better
brand or if their regular brand is not available they purchase
branded clothes as they feel it is more fashionable in looks,
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had a right choice, good fittings, reasonably priced and more

comfortable.
Even though there was a good awareness about identity
wears among the customers still few percent of them were
unaware of the same identity wear has a good brand image
in branded clothes in view of its customers, which they like to
aquire for their own use and some suggest even to their
friends. Mens shirt were the fastest selling garment among
the youths.
Youths were satisfied with the design, style, colours, shades,
choice and range of the garments in identity wear. The
perceived benefit of customers in using identity wear is that
they get a attractive and durable outfit at reasonable price.
The youths were also satisfied with the service provided in
the identity showroom.
SUGGESTIONS
Even though identity wear has proved that it is a
premium brand among its customers some of the following
suggestions may be help full in performing much better in
market.
As this brand mainly targets the youths there are still
certain percent of them (29%) who are not aware of
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identity wear earlier to the visit to the showroom. This

implies that the system or media of advertisement
presently adopted by identity is slightly in efficient. Hence
it is advisable to go for a further effective media for ex:
Television so that more number of customers are aware
of identity wear.
Most of the customers have responded that the price of
identity wear is reasonable. But all this customers belong
to the families whose monthly income is between Rs
20000 40000 and above. By manufacturing low price
range garments one can attract people form necessary
income group also. This can increase the turnover of the
garments since majority of the Indian families lie below an
income group of Rs 20000 only.
From the study it is above that the youths were satisfied
wit the choice and range in the identity wear. But some of
the customers walked out of the showroom with out
purchasing any outfit because the main reason being non
availability of more choices and ranges in identity wear.
The suggestion to identity wear regarding the choices and
ranges in identity wear, as quoted by the customers them
selves is as below.
The quality is good but the choice and
range is limited
Need to add more choices and ranges
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Please add more varieties to improve the

collections
Accordingly the company can rethink on the prices
of identity wear to suit the people of all income groups so
that it can increase the market share by attracting more
number of customers. The companies present system of
creating awareness is also not effective. Advertisement is
very important to create customers. People should be made
known about the product available. The company can adopt
various media of advertisement like Television so that it can
reach more people it can also advertise on radio city which is
now very popular especially with the youngsters and office
goers. It can also put up hoardings in the crowded areas
were it can be easily noticed. Further to attract customers
the showroom should be properly located in areas where it
can attract large number of customers. It can also sponsor
some events. The present identity wear is good but as the
fashion keeps changing peoples expectations are also
changing.

They want more varieties, good designs, and

more choices and ranges. So to attract the youth the design

team should make constant changes in the same to meet
their expectations. Hence the company can kindly consider
these suggestions and bring about necessary changes.

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ANNEXURES

QUESTIONNAIRE
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_(A STUDY CONDUCTED FOR GLOBAL CLOTHING PVT.Ltd)
_____________________________________________________________
___

1. Name: ____________________
2.a. Age:______________ b. Gender:_______________
3. Educational qualification:

Graduate ( )
Post Graduate ( )
Professional ( ) Others ( ).

4.Number of members in Family:______________

5. Number of earning members:_______________
6.Monthly income:
30,000 ( )

Less than 10,000 ( ) 10,000-20,000 ( ) 21,00030,000 40,000 ( )

Above 40,000 ( )

7. Monthly Expenditure of family:

Less than 10,000 ( ) 10,000-20,000 ( ) 21,000-30,000 ( )
30,000 40,000 ( ) Above 40,000 ( )
8. Which type of clothing do u usually opt for ?
Salwars ( ) Tops ( ) Trousers ( ) Jeans ( )
Dress Material ( ) Kurtha ( ) shirts ( ) T-Shirts ( ).
9. Who helps you in deciding the type of clothing u want to purchase?
Parents ( ) Self ( ) Friends ( ) Relatives ( )
10. Your usually buyBranded clothes ( )

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Unbranded clothes ( )

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11. For what reasons do u buy unbranded clothing?

Tailor made ( ) varieties ( ) price ( )
Designs( ) Availability of colours ( ) Others_____________.

12. Rank the Influential factors in selecting a particular Brand in order of

preference.
Self Image ( )
Advertisement ( )
Peer Influence ( )
Status ( ) Role model ( ) Fashion ( )
13. If you dont get the brand of your choice what would u do ?
Buy the available brand ( )
Wait for your brand to come ( )
Buy unbranded one ( )
14. Do u feel that the prices of branded garments is affordable
Completely agree ( )
Agree ( )
Neutral ( )
Disagree ( )
Completely disagree ( )
15. Were you aware of identity brand earlier?
Yes ( )
No ( )
16. If Yes Kindly indicate the source of awareness
By word of Mouth ( )
News Paper ( )
Others_______________
17. Have you purchased identity wear before?
Yes ( )
No ( ).
18. Are you satisfied with the Design and style of Identiti?
Highly satisfied ( )
Satisfied ( ) Neutral ( )
Dissatisfied ( ) Highly dissatisfied ( ).
19. Are you satisfied with the colours and shades of identiti?
Highly satisfied ( )
Satisfied ( ) Neutral ( )
Dissatisfied ( ) Highly dissatisfied ( ).
20. Are you satisfied with the service provided in the showroom?
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Highly satisfied ( )
Satisfied ( ) Neutral ( )
Dissatisfied ( ) Highly dissatisfied ( ).
21. Your suggestions if any about product, advertisements or Showrooms?
Product_______________________________________
Advertisement__________________________________
Showrooms____________________________________
Thank you,

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BIBILIOGRAPHY

TITLE OF THE BOOKS

AUTHORS

A MANAGERIAL INTRODUCTION

MR. J C GANDHI

MARKETING MANAGEMENT

C.B MEMORI

PRINCIPLES OF MARKETING

PHILIP KOTLOR

NEWSPAPERS
ECONOMICTIMES
PERIODICALS
BUSINESS WORLD
BUSINESS TODAY

WESITE
www.identiti.org
www.consumerpsychology.net
www.brandchannel.com

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